Instagram has spent the week meeting with online content creators to encourage them to prepare videos closer to 10-minute YouTube vlogs than the 1-minute maximum videos the app allows today. While there's a stand-alone IGTV app, you'll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start.
Instagram is launching its long-form video platform today. According to Instagram, "IGTV is built for how you actually use your phone: vertical and full screen".
Creators will be able to upload videos directly to Instagram from IGTV too.
IGTV also has channels, just like a TV, but the channels are the creators themselves. IGTV will start rolling globally over the next few weeks on Android and iOS. Instead of watching NBC or HBO, you'll be watching a friend or an Instagram star. At this stage, we're not sure what this means for actual music videos, though Instagram (via Facebook) now has broad-reaching licenses from major labels and publishers. This has been in the works for quite some time, and it arrives five years after Instagram officially welcomed video onto the platform.
In a world which is increasingly mobile, it may be a smart move by Instagram to cater to the unique characteristics of mobile devices in order to take on a behemoth such as YouTube, though it remains to be seen if the strategy pays off.
Long-form vertical video! Here we are.
And speaking of apps, there really is a separate IGTV app on the way.
"Instagram has always been a place to connect with the people who inspire, educate and entertain you every day".
Instagram normally allows for a video to be up to one minute in length.
Snapchat began featuring vertical video before Instagram, another example of its penchant for copying rivals.
While Facebook offers no detailed revenue breakdown, the research firm eMarketer estimates Instagram will generate $5.48 billion in net United States ad revenue this year, up 70.4 percent from last year and accounting for more than one-fourth of Facebook's net mobile ad revenue. Speaking about the feature, Systrom said: "We made it a dedicated app so you can tap on it and enjoy the video without all the distraction".