Instagram to Allow Long Form Video Content Using IGTV App

Posted June 21, 2018

The photo-sharing social network revealed its new standalone app today called IGTV that's dedicated to long-form video. Commenting on this, CEO Kevin Systrom said that "Instagram is now a global community of one billion!"

IGTV will begin rolling out globally on iOS and Android over the next few weeks.

Tech firms such as Facebook, Alphabet Inc's YouTube and Snap Inc's Snapchat have been spending heavily to grow mobile video services that will attract both users and corporate brand advertising. In addition, clips will not be limited to one minute like regular Instagram videos.

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IGTV is apparently being likened to television, hence the name, in that it will immediately start playing video as soon as it is opened whereas this is not the case in other, similar apps.

In September 2017, Instagram said it had some 800 million monthly active users.

'Since then video has exploded, we've continued to build video experiences, and in 2016 we launched stories, which brings us to IGTV'. Instagram hasn't talked about the possibility of turning off video autoplay when launching the service, but it's likely that it will be a requested feature. Anyone can be a creator - you can upload your own IGTV videos in the app or on the web to start your own channel. As for now IGTV is ad-free, but companies are sure to make use of this new streaming platform for targeted ads pretty soon. For now, if you want to check the app out, you can download it via the app widget below or from APK Mirror.

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"That is obviously a very reasonable place to end up", Mr. Systrom said during a news conference.

Calling IGTV its "most exciting feature to date", Instagram explained that videos on the app are fullscreen and vertical, optimized for watching on a smartphone. Instead of watching NBC or HBO, you'll be watching a friend or an Instagram star.

On a more serious note, the app sounds like a riff off of YouTube's original creator content, and a mixture of Snapchat's Discover feature where content from popular users can be surfaced as well. According to an introductory blog post, the answer to that question will involve some of the biggest names in online video. It has added around 200 million users each year for the past two years. In a press release, Instagram said this is because IGTV is "built for how you actually use your phone", unlike the more traditional horizontal format.

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