Instagram has officially hit one billion monthly active users and the service has celebrated by launching a new feature called Instagram TV – or just IGTV for short.
IGTV content will also be available in the Instagram app.
IGTV videos will be able to go beyond the 60-second limit placed on videos uploaded on Instagram. Available for content creators, celebrities, and the general users.
The move will put Instagram’s content in competition with YouTube, which uses programs like YouTube Creators to support its community of video makers.
What Is Instagram TV?
IGTV is a standalone app as well a home screen button, inside Instagram.
It will allow all Instagram users to upload vertical videos, trying to take video streaming to all the small screens.
“It’s time for a video to move forward, and evolve,” said Instagram CEO Kevin Systrom and added “We made it a dedicated app so you can tap on it and enjoy the video without all the distraction”
“IGTV is different in a few ways,” Instagram chief executive Kevin Systrom said of the announcement.
“First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long.
“We strived to make it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app.
Features of IGTV
The IGTV app will give users the ability to follow their favorite creators and use machine learning to predict which videos they’ll want to watch next.
Watch video from recommended, popular, people whom they follow.
It also allows you to continue watching video from the position left, just like YouTube.
Creators can splice together video from their Stories and other video content, but a standalone app was chosen over extending videos upload permission beyond 60 seconds in order to highlight longform content.
“I think in all of our research, what we figured out very quickly is that when people browse through Feed, they don’t want to stop and watch a 10-minute video, and to do that slows down Feed and makes it feel clunky,” Systrom said in a press conference after the debut.
IGTV may not have commercials yet, but it will bring it soon. It does not pay for the content creators like YouTube.
It will allow monetization from future, says CEO.
IGTV allows users to create the own channel and develop content.
They do have an option for description, which the users can make use to redirect traffic to their websites.
IGTV Is Taking Over
— Instagram (@instagram) June 20, 2018
And even if you don’t want to install the standalone app there is an IGTV button you can click in the regular Instagram app.
So you’re not going to be able to avoid Instagram TV.