Instagram: Time to Tune in for Some IGTV

Joanna Estrada
June 22, 2018

Instagram has announced the launch of IGTV, a new app for watching longer, vertical videos.

Videos will also have to be at least 15-seconds long to be accepted by IGTV. Though IGTV will not have ads at launch, Systrom said it's a likely place for them to "end up", both for the company's and creators' bottom lines.

Like YouTube, IGTV will focus its spotlight on its brightest stars allowing you to uncover new channels and personas that appeal to your specific interests. Just like turning on the TV, IGTV starts playing as soon as you open the app.

Instagram, which Facebook bought in 2012 for $1 billion, has grown an app originally made for sharing photos into a service that people also use to send messages and post short videos.

It means Instagram joins a prestigious club of apps and services that have one billion users, that includes Facebook, WhatsApp, Google Chrome, and YouTube. Called "IGTV", it is aiming to be a true YouTube competitor, allowing users to upload videos up to one hour in length.

Systrom further explains, "Also like TV, IGTV has channels". However, brands are able to create their own channels just like any other person with an Instagram account.

Anyone will be able to upload videos for Instagram's new IGTV section, which will display them full-screen and vertically, the way people naturally hold their phones. He said that the entire community can use IGTV from the very start and hoped that it will bring people and things that matter even more closer.

"The magical part about IGTV is that a lot of these creators don't have to start from scratch", says Kevin Systrom, Instagram CEO, at a press event following the release of the app. Facebook itself started an aggressive video push a year ago by heavily promoting its live-streaming technology and also, in some cases, funding original content on-demand. The difference between its new features and Instagram is there's a chance the latter could actually succeed in making a dent in YouTube's cornerstone.

The Instagram app is loosening its restraints on video with a new channel that will attempt to lure younger viewers. Dubbed IGTV, it is expected to roll out in coming weeks.

Other reports by Click Lancashire

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