Instagram Announces IGTV, Challenging YouTube and Snapchat

24 June, 2018, 18:01 | Author: Brenda Erickson
  • Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

Instagram is launching a dedicated IGTV app, but the videos that are published for the new platform will also be visible in the standard Instagram app.

"We launched IGTV (a button inside the Instagram home screen, as well as a standalone app) at an event featuring numerous Instagram creators who'll make it great", the company wrote in a blog post late on Wednesday. IGTV will allow users to upload longer video clips than normal Instagram allows. Similar to TV channels, IGTV channels are now the profiles of content creators, and best of all, anybody with an Instagram account can create an IGTV channel. Instagram says that as it's on mobile and we use our phones vertically, that's the way their videos should be filmed and watched. It also pulls from those you follow through Following and pulls the most popular content like Kim Kardashian's KKW Beauty pop up shop. The difference between Instagram and IGTV, however, is that the latter pushes vertical videos only and can last up to an hour. We hope it brings you closer to the people and things you love. You won't have to search to start watching content. "We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand", the company said. Product manager Ashley Yuki told the event that IGTV "is an open platform from day one, so everyone can become a creator".

Once you open the IGTV app, content from individuals that you follow will automatically begin playing. CEO Systrom said in statement onstage at the press event that, "It's time for video to move forward, and evolve".

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They also want people to know that just like your TV at home, IGTV has channels except in IGTV, those channels are the creators themselves.

Many social influencers have already uploaded to IGTV to get a feel for the new feature.

The Facebook -owned photo-sharing app has previously dealt in still images and videos of up to 60 seconds. In addition, clips will not be limited to one minute like regular Instagram videos. It's also not yet clear if content creators can earn a profit from their content, akin to YouTube.


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