Instagram Unveils New Long-Form Video Hub

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"We've come a really long way in just eight years, and it's thanks to this incredible community. that we've been able to launch IGTV", Instagram CEO Kevin Systrom said on stage at the event in San Francisco.

Instagram has spent the week meeting with online content creators to encourage them to prepare videos closer to 10-minute YouTube vlogs than the 1-minute maximum videos the app allows today. Second, we're announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. The fact that it's available in two apps stems from the fact that many people like using the main Instagram app to flit between tiny pieces of content like photos, short videos, and Stories, and might be less inclined to pay attention to a half-hour video. "What we have always done really well is remain a neutral platform that connects people to their audience and their friends", Systrom said. "IGTV is focused on the creators you love most and already follow on Instagram".

Instagram TV vs YouTubeIGTV makes finding content easy.

By launching IGTV, Instagram seems poised to compete with other tech platforms, such as Snapchat and YouTube, that have housed video from high-profile individuals and media organizations for years.

IGTV initially won't feature ads and the company isn't paying creators directly to use the feature. In this case, Instagram is mimicking Google's YouTube.

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Through a blog post announcing the new service, Instagram pointed out that this is indeed longer vertical video.

Understanding the full context for Instagram's interest in video requires looking just outside the frame.

IGTV can be found inside Instagram's Explore tab starting Wednesday or as a standalone app that's rolling out for iOS and Android devices in the next few weeks. Instead, each video can be up to an hour long. Similarly to TVs, as soon as you open IGTV, you'll be presented with a video. She briefly took the stage to preview an informal cooking show she plans to launch on IGTV. "There will be a way for creators to make a living".

Instagram, which had some 800 million users as of September, has been outpacing rival social networks such as Twitter and Snapchat and has been gaining younger users even as Facebook itself has seen declines in the youth segment.