IGTV is Instagram’s answer to YouTube

21 June, 2018, 19:20 | Author: Irvin Gilbert
  • Instagram launches IGTV app for creators 1-hour video uploads		
		
	Josh Constine

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At the same time, Instagram has introduced its new long-form video app called IGTV.

Though the launch focused on individuals who already have huge followings, Systrom made it clear that IGTV will allow all users to upload longer videos, capped at 10 minutes for the time being.

Instagram becomes the fourth Facebook platform to hit the billion-user mark, including the namesake social network with more than two billion users, and the WhatsApp and Messenger services.

Instagram says that IGTV is rolling out over the next few weeks. Facebook is paying for rights to shows now, but the company aims for the content to eventually be popular enough to be supported exclusively by advertising revenue.

Besides giving Instagram another potential drawing card, longer clips are more conducive for video ads lasting from 30 seconds to one minute.

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Uploading a video is as simple as going to the profile screen and selecting a video from your camera roll, just like you would've done with the original Instagram. In this case, Instagram is mimicking Google's YouTube.

Facebook Inc.'s FB 2.28% Instagram launched a new hub for long-form video, the company's latest attempt to tap into growing demand among consumers and advertisers for mobile video.

And speaking of apps, there really is a separate IGTV app on the way. Now an update is here using which creators over the platform will be able to make video content of up to one hour in length.

This means you can use the IGTV service without either alienating an IG-centric audience or being alienated yourself. With that said, I also enjoy watching content on Twitch. Unlike YouTube, all the videos are vertical and videos in the IGTV app will start playing as soon as you launch it. And everyone remembers how swiftly Instagram was able to ape Snapchat with Instagram Stories and then quickly surpass Snapchat in users. The company has also managed to get a lot of popular influencers to start their own channels on IGTV, including Kim Kardashian, Ninja (the Fortnite streamer), Selena Gomez, Kevin Hart, Chris Hemsworth, Lele Pons, and others. According to market-research firm eMarketer, video makes up 17% of all USA digital ad spending, and an increasing number of people are watching video on their phones.

Snapchat began featuring vertical video before Instagram, another example of its penchant for copying rivals.

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