With a billion users, Instagram takes on YouTube in video

Instagram launches IGTV app for creators 1-hour video uploads		
	Josh Constine

   	8 hours

Instagram launches IGTV app for creators 1-hour video uploads Josh Constine @ 8 hours

Instagram describes IGTV as "a new app for watching long-form, vertical video from your favorite Instagram creators".

IGTV will be available both on the main Instagram app (which, according to a blog post from the company, now reaches more than a billion accounts) and on an app of its own.

Instagram boasts that IGTV will feature videos from creators like Lele Pons, former Vine star King Bach, and Fortnite streamer Ninja, but like YouTube, it'll also allow for anyone to post videos.

"It's mobile first, it's simple and it's quality", Instagram Chief Executive Kevin Systrom said during an event unveiling the service.

Instagram also shares how businesses, creators, and more can "leverage" the new platform, reiterating its massive user base.

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IGTV launched as its own app on Wednesday in the United States, though it's possible to view videos and get recommendations for what to watch through the traditional Instagram app. The video will eventually give Facebook more opportunities to sell advertising.

IGTV is apparently being likened to television, hence the name, in that it will immediately start playing video as soon as it is opened whereas this is not the case in other, similar apps. Facebook itself has tried to do the same thing and largely failed, but could Instagram fare better with IGTV and its existing crowd of Insta-celebs?

Facebook wants to take on YouTube, and it's using Instagram to do it. IGTV videos can will be up to one hour. Now an update is here using which creators over the platform will be able to make video content of up to one hour in length. Of course, that means the new app is vertical and full screen.

Creators can link to their Instagram profiles, outside websites or online stores in clips uploaded to IGTV.

"Right now we're focused on building engagement, and there are no ads on IGTV", he said.

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This will be interesting to watch play out as IGTV goes head to head with YouTube and Snapchat's explore feature. Users can follow different channels, and they swipe up to switch between the channels they follow as well as "for you" suggestions and "continue watching".

Snapchat in 2015 launched Snapchat Discover, a feature that allows publishers including National Geographic, Vice and Cosmopolitan to upload daily multimedia "stories".

More importantly, 72 percent of USA kids ranging from 13 to 17 years old use Instagram, second to YouTube at 85 percent, according to the Pew Research Center.

Citing 2017 data from Emarketer, Instagram noted that "these days, people are watching less TV and more digital video". To promote this, Instagram is likely to start a monetising platform for the creators, potentially including ad revenue shares.

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