Instagram launches IGTV

By Pooja Kanabar

Instagram recently announced the launch of IGTV. A feature which will allow Instagram users and content creators to upload videos up to an hour in length.

Accessible from a button inside the Instagram home screen, as well as a standalone app, IGTV will allow Instagram users to upload vertical videos up to an hour in length via Instagram’s app and the web.

The IGTV app is available globally on iOS and Android as well as within the Instagram app through a TV-shaped button above Stories.

Viewers can swipe through a variety of longer-form videos, or swipe up to visit a Browse tab of personally recommended videos, popular videos, creators they’re following and an option to continue watching previously started videos. Users will also get notifications from the IGTV button alerting them to new content.

IGTV                                                                              (Photo credit: Instagram)

IGTV will allow creators to develop Instagram channels full of different videos which users can subscribe to as well as inserting links in the description of their videos to drive traffic elsewhere.

“It’s time for video to move forward, and evolve, IGTV is for watching long-form videos from your favourite creators.” said Instagram CEO, Kevin Systrom onstage at the IGTV launch.

“There are no ads in IGTV today, but it’s a very reasonable place [for ads] to end up. Since creators are investing a lot of time into IGTV videos, we want to make that sustainable by offering them a way to monetize in the future,” said Systrom.

Instagram has an opportunity to become the TV of mobile; a place to watch something great on the small screen and with 1 billion active users on Instagram, IGTV could be an extremely popular tool for creators to grow their audience.

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