Instagram's new long-form video hub, IGTV, expected to launch today

Lawrence Kim
June 20, 2018

Instagram notes on its new website promoting IGTV that mobile video content will make up for nearly 80% of all mobile data traffic within three years.

That trend appears to be one of the reasons that Facebook is "hedging its bets" by opening Instagram to the longer-form videos typically found on YouTube, said analyst Paul Verna of the research firm eMarketer.

IGTV is launching now in the Instagram app and will also be available as a standalone app for iOS and Android "in the coming days".

The popular photo-sharing network unveiled IGTV, a new original content initiative on Wednesday, that brings the ability for any Instagram user to record and explore longer-form video.

Unlike YouTube, IGTV is just for full-screen, vertical videos.

IGTV is the most recent addition to Instagram's video offerings, following the introduction of Instagram Stories and live video.

The announcement follows news earlier this week that Facebook plans to introduce tools to connect video creators with advertisers and the launch of Facebook Watch for longform video last summer. Accounts with large audiences will be able to go as long as an hour.

IGTV won't have ads in the beginning, Systrom said, but said it likely will in the future.

We've made it simple, too.

The report says that Instagram isn't looking for content that is "too polished" in the traditional TV show mould, but rather hoping that new-style Internet creators will set a more modern tone. You don't have to search to start watching content from people you already follow on Instagram and others you might like based on your interests.

Other reports by Click Lancashire

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