Instagram expands into long videos, will compete with YouTube

Instagram’s “IGTV” video hub for creators launches tomorrow		
	Josh Constine

   	7 hours

Instagram’s “IGTV” video hub for creators launches tomorrow Josh Constine @ 7 hours

Instagram has launched IGTV at an event in San Francisco featuring numerous Instagram creators.

Just as we had expected, Instagram has just unveiled a new app called IGTV that allows users to post long-form videos up to 10 minutes in length for the average user, and up to an hour for the platform's superstars. The new platform will allow content creators to share their videos on the platform which can be as long as 1 hour.

"Just like turning on the TV, IGTV starts playing as soon as you open the app".

Instagram's business blog describes IGTV as an evolution for mobile video to match with the times, citing how audiences are watching less television and more digital video, with mobile video expected to make up 78 percent of total mobile traffic by 2021. Anyone can upload IGTV videos from the app or the web to start their own channel.

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Instagram's terms of service mandate that users are at least 13 years old, but many under that age use the app. The mobile-first, vertical-video format is popular when it comes to short clips like Instagram Stories, but it's relatively untested when it comes to longer content. Last year, Facebook launched Watch, a section inside the social network for shows from professional media companies and individual creators. Facebook has encouraged popular video-makers to upload vertical videos on its new platform, but it does not now share advertising revenue with creators. Once you update your Instagram app, look for the IGTV logo on the top-right side of your feed, next to the DM button. Apart from YouTube, Facebook and now Instagram, Snapchat is the other popular social media platform that is used for posting personal videos.

The IGTV video content is optimized to fit how users watch video on their phones - with full-screen vertical videos. The video will eventually give Facebook more opportunities to sell advertising.

IGTV features vertical video that is longer than is available in Instagram's Stories feature. Rather, it is clearly aimed at high-quality creators with huge followings-people like Kim Kardashian, who is already using IGTV actively. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

IGTV creators will also be able to post their content to Facebook Watch, which could help them reach more people and of course, help Facebook's efforts with the feature. Just like Instagram, IGTV will not have specified "content creators" and encourages engagement among all users.

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