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Instagram just declared war on YouTube with a new longform-video app

22 June 2018

"It is a new app for watching long-form, vertical video from your favourite Instagram creators, like LaurDIY posting her newest project or King Bach sharing his latest comedy skit". When you follow people on Instagram and they make IGTV content, it'll show up as a channel that you can consume through both Instagram and IGTV apps. And IGTV is still rolling out to hundreds of millions of Instagram users (that is, 800 million at last count).

Instagram is touting IGTV as "a new app for watching long-form, vertical video from your favorite Instagram creators".

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.

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Instagram made a decision to create an app dedicated to the video service not because it's poorly integrated with the current app, but because they wanted to offer a clean app for you to watch videos without any distraction. Content creators can upload videos to IGTV from the app, or from the web.

"We have now a community of one billion users", Systrom told the event in San Francisco. He further informed, "IGTV is for watching long-form videos from your favourite creators".

A few weeks ago, I wrote an article about a rumor regarding Instagram working on the integration of long-format videos on its platform. Yes, there's a standalone app, but you can all the same features by clicking a new IGTV icon on Instagram.

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IGTV is not for shooting live video from within the Instagram app: you can only post pre-shot video from your phone, and only vertical video. This step is probably going to attract advertisers, given the extremely large user base of Instagram.

The service will increase Instagram's video time limit from one minute to 10 minutes for most users. "It started with square photos and videos-those were the good old days right guys", said Systrom.

IGTV will not launch with advertising or make payments to creators, but monetization strategy will be explored in the future, Systrom said. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

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IGTV's programming format will consist exclusively of vertical video created to fill the entire screen of smartphones - the devices that are emerging as the main way younger people watch video. It also adds that young viewers watch more amateur content. Facebook itself has tried to do the same thing and largely failed, but could Instagram fare better with IGTV and its existing crowd of Insta-celebs?

Instagram just declared war on YouTube with a new longform-video app