Instagram unveils IGTV for long-form vertical video

Instagram has launched IGTV a standalone app that allows users to upload videos up to an hour in length. However, it is accessible from the regular Instagram app.

The service will increase Instagram's video time limit from one minute to 10 minutes for most users.

From our CEO @kevin: "Today, we have two big announcements to share".

Mr Systrom said: "Since our launch in 2010, we've watched with amazement as the community has flourished and grown". We'll let you know when the Android app shows up. These tabs contain other recommended videos that are sorted in a number of different ways ('For You", "Following", "Popular', etc.) and you can swap between channels by touching any of the videos that you see on the screen.

Understanding the full context for Instagram's interest in video requires looking just outside the frame. IGTV videos can will be up to one hour. It's now real, and most users already have access to it. IGTV, short for Instagram TV, is the latest addition to what used to be only a photo-sharing social network a few years ago. The IGTV app will play content immediately upon opening it and there will be separate sections for the people you follow as well as what's popular at the moment.

There also are no ads in IGTV, yet.

"With IGTV, like YouTube, anyone can be a creator", Lowcock said.

Instagram, which is owned by Facebook, has just introduced a brand new initiative for "vertical format video", which means it'll be presented in portrait mode rather than landscape, called IGTV. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. He said that the entire community can use IGTV from the very start and hoped that it will bring people and things that matter even more closer. The videos will be smartphone-ready with a vertical orientation, and will be available in up to 4K resolution. Once you're there, you can like the video, comment on it, and share it via DM.

The best part about this new app is that anyone can use it.

Despite the lack of an ad opportunity on IGTV now, however, it does appear Instagram is already preparing one - and looking to prove itself as a safe option for marketers, said Noah Mallin, head of experience, content and sponsorships at Wavemaker. The star, however, has said that she will continue to post her videos on YouTube and the new IGTV app, without showing her preference in any way for one over the other.

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