IGTV is Instagram's new dedicated app for watching videos from the people you follow on Instagram. "When you follow a creator on Instagram, their IGTV channel will show up for you to watch". The IGTV app will go live sometime in the next few weeks for Android and iOS. IGTV will allow Instagram's users to post and watch hour-long videos.
From the moment you log into IGTV, it's created to start playing video - just like the TV. The difference between Instagram and IGTV, however, is that the latter pushes vertical videos only and can last up to an hour.
The announcement appears to be an attempt to rival the likes of YouTube as a long-form video platform, which has been the starting point for a large number of online stars, including Britsh fashion and beauty blogger Zoella. There are also channels, and celebrities themselves can be channels.
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What do you think, will you be watching IGTV?
The report says that Instagram isn't looking for content that is "too polished" in the traditional TV show mould, but rather hoping that new-style Internet creators will set a more modern tone. What are your thoughts on the new video-sharing app, IGTV? Instagram added the 10-minute constraint for all users is a short-term measure for IGTV's rollout that will eventually be dropped.
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Though there won't be ads on IGTV to start, Instagram CEO Kevin Systrom has said advertising "is obviously a very reasonable place to end up" and that creators will have a way to make a living.
Instagram also announced it was launching a hub for creators to upload long-form videos and make money from ads. Because of that, Systrom wanted IGTV to be Instagram's answer to that paradigm shift so as to be able to meet their growing consumption needs.
The Facebook-owned photo sharing service described IGTV as Instagram's "most exciting feature to date" and the beginning of "a new chapter of video on Instagram".
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The Instagram effort is most similar to what Snap Inc. has done with the Discover section of Snapchat.