Published: Thu, June 21, 2018
Culture&Arts | By Dora Pope

Instagram launches IGTV, its own version of YouTube -- with all vertical videos

Instagram launches IGTV, its own version of YouTube -- with all vertical videos

Instagram on Wednesday (June 20) announced a new in-app feature and standalone app that will allow users to post videos of up to 60 minutes.

IGTV is focused on vertical videos-videos taller than they are wide-meant to be consumed by users who are holding their phones upright.

Instagram announced a new service and app today called 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.

IGTV will be available as part of Instagram's app and as a separate app, he said. 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. A recent Pew study found the number of teens who used Instagram was nearly as high as those who used YouTube (72 and 85 percent, respectively). The CEO said, "It's time for the video to move forward, and evolve".

Instagram, now almost 8 years old, is moving further from its roots as a photo-sharing service as it dives headlong into longer-form video.

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Social network Instagram is loosening its restraints on video in an attempt to lure younger viewers away from YouTube. Chief executive Kevin Systrom said onstage on Wednesday that Instagram now has one billion active monthly users, up from 800 million in September. As a result, you'll be able to watch content from people you already follow but also discover others. Smaller accounts will only be given 10-minute video limits, but Instagram did not specify the exact criteria for what qualifies an account for the longer video option. Similarly to TVs, as soon as you open IGTV, you'll be presented with a video. The launch of IGTV not only paves the way for longer content, but it could also allow Instagram and its content partners make more money through advertising.

Instagram, which Facebook bought in 2012 for $1 billion, has grown by adding features like messaging and short videos.

Last week, we talked about Instagram introducing a new format of videos that would have a maximum length of one-hour.

The differentiating factor between them is that everyone will be given access to vertical videos, not just the social media's elite.

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