Instagram is launching long-form video, likely to pique the interest of advertisers who are currently limited to minute-long spots on the platform.
The launch was announced by Instagram CEO and co-founder Kevin Systrom during an event in San Francisco.
Called ‘IGTV’, Instagram debuted the ‘new app’ for ” watching long-form, vertical video from your favorite Instagram creators, like LaurDIY posting her newest project or King Bach sharing his latest comedy skit.”
“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.”
As per Systrom, what is different about IGTV in comparison to Instagram is “the creators are the channels.”
“When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.”
Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests.”
He added, “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. We hope it brings you closer to the people and things you love.”