The social media platform unveiled its new long-form video content hub on 20 June 2018, establishing direct competition with YouTube.
The official launch of IGTV allows Instagram users to upload video content up to an hour in length to the platform, bypassing previous 60-second time restrictions on uploads. The ability to post hour-long videos is currently unavailable to smaller accounts but is due to expand out to all accounts soon.
Instagram has launched IGTV as both a stand-alone application and as a feature accessible within the main Instagram app, much like its photo looping app Boomerang.
Videos uploaded to IGTV are presented in full screen vertical orientation, with users able to like, comment, and share videos via direct message.
Users can instantly swipe through a curated selection of videos or swipe up to browse personalised recommendations, popular videos, or previously viewed videos.
Creators will be able to organise their videos uploaded to IGTV within personal Instagram Channels that users can subscribe to and can also use video descriptions to direct users to other content beyond Instagram – features similar to YouTube’s community-oriented structure.
“Instagram has always been a place to connect with the people who inspire, educate and entertain you every day,” Instagram co-founder and CEO Kevin Systrom said in a press release. “With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love.”
Instagram aims to attract established content creators to the new IGTV platform, promising creators that the ability to monetise their videos will be introduced in the near future.
IGTV was made available in both iOS and Android app stores worldwide upon launch.
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