Up until now, video uploads were limited to just one minute on Instagram, but IGTV extends that limit to an hour.
Instagram is taking on TV and YouTube with a new property called IGTV, where videos can run up to an hour long.
"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. Though IGTV is a standalone app, users will be able to watch it from within the Instagram app as well.
Notably, the longer-form, vertical video service - which will work as a bolt-on feature to Instagram as well as having a standalone app of its own - is very important to parent company Facebook. Users also will have the privilege of receiving notifications from creators they are interested in.
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Instagram CEO Kevin Systrom at the event, said: "It's time for video to move forward, and evolve".
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Similar to YouTube and other video platforms, IGTV also has the concept of channels.
Long-form vertical video! Here we are. Those shows run with commercial breaks and Facebook splits money with the creators. Karen Leung expects to try it for an account she runs devoted to her 5-year-old Shiba Inu named Nacho, which has 7,000 followers.
"Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people.""With Stories we're sharing so much of our life events, it would be great to share that on IGTV".
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