Instagram launches IGTV & you can Upload/Watch hour-long Videos

Creators take their followers from Instagram to their new IGTV channels.

Instagram chose to build a standalone property, because longer videos are not something people typically want on the main app, where videos are limited to 60 seconds.

IGTV is a new app for watching long-form vertical video from Instagram creators.

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"We launched IGTV (a button inside the Instagram home screen, as well as a standalone app) at an event featuring numerous Instagram creators who'll make it great", the company wrote in a blog post late on Wednesday.

IGTV will be rolling out globally over the next few weeks on Android and iOS. "We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand". There are no ads on IGTV today, but that would be a "reasonable place to end up", Instagram CEO Kevin Systrom said at the event. They can also like, comment and send videos to friends in direct. For now, there are some restrictions on what accounts will have privileges to record for an hour. Yesterday, a Facebook executive told Recode it would start running autoplay video ads in Messenger, another property launched as a kind of spinoff-app, this week. The user can swipe up to explore a range of long-form videos from tabs like, "For You", "Following", and "Popular". Those shows run with commercial breaks and Facebook splits money with the creators.

"Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people."

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