Instagram launches IGTV with videos up to one hour long

Nichole VegaJun 24, 2018

A new app allowing long-form vertical video became available to Instagram users on Thursday.

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

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.

It means Instagram's video time limit increases from one minute to 10 minutes for most users.

Though IGTV is open to everyone now, a handful of influential users, like Selena Gomez, Kim Kardashian, and Kevin Hart, were early partners and have already started creating videos for their IGTV channels.

During its event this afternoon, Instagram brought on stage content creator Lele Pons, who now has more than 25.1 million followers on the platform, to talk about a new cooking show she's planning for IGTV. There's four different categories for the videos: For You, Following, Popular, and Continue Watching. Once you update your Instagram app, look for the IGTV logo on the top-right side of your feed, next to the DM button.

IGTV is now globally available in App Store and Google Playstore.

They also want people to know that just like your TV at home, IGTV has channels except in IGTV, those channels are the creators themselves. Previously, all Instagram users had to share pictures and clips via the smartphone app.

There will be a standalone IGTV app, as well as an IGTV experience built into the Instagram app, where it can be accessed via a dedicated section. Once you're viewing it (in either form) you'll be able to watch videos that are up to an hour.

The Facebook-owned company hopes the new feature will attract web celebrities, such as those who rose to fame on YouTube.

"IGTV is built for how you actually use your phone: vertical and full screen", Instagram explained during the reveal of IGTV.

Instagram may have started out as a photo-sharing app, but it's been trafficking in videos for over 5 years now with great success. Instagram says that mobile video will account for 78% of total mobile data traffic by 2021.

Of particular interest to Instagram will be those with sizeable social media following already.

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