Instagram has more than a billion users

Instagram’s “IGTV” video hub for creators launches tomorrow		
		
	Josh Constine

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Just as we had expected, Instagram has just unveiled a new app called IGTV that allows users to post long-form videos up to 10 minutes in length for the average user, and up to an hour for the platform's superstars.

During its event this afternoon, Instagram brought on stage content creator Lele Pons, who now has more than 25.1 million followers on the platform, to talk about a new cooking show she's planning for IGTV.

Anyone will be able to upload videos for Instagram's new IGTV section, which will display them full-screen and vertically, the way people naturally hold their phones. Still, with Instagram having just hit 1 billion active users, it has a big enough base that many, many people are likely to at least try it out. The app will be available or both iOS and Android within the next day or so while the Instagram app proper will receive its IGTV tab before the apps launch. Also, unlike on Instagram, videos aren't limited to one minute. The information about the new app was also made public on Instagram's business blog right before the executive took to the stage. IGTV videos can will be up to one hour. Instagram, which Facebook bought in 2012 for $1 billion, has grown by adding features like messaging and short videos.

Though IGTV is open to everyone now, a handful of influential users, like Selena Gomez, Kim Kardashian, and Kevin Hart, were early partners and have already started creating videos for their IGTV channels. Instead, everyone on the platform will be able to make use of IGTV to view and make vertical videos. You can download Instagram from the App Store for free. However, the discover feature is available when you swipe up. It's not the first time Instagram has copied Snapchat. That feature has been incredibly popular on Instagram, drawing more users than all of Snapchat. Eventually, however, Instagram may develop a revenue-sharing agreement with creators in the future, with Systrom calling IGTV a "very reasonable place" to bring advertisers into.

Video has also proven a lucrative area for online advertising dollars while more traditional text ads have stagnated. But, in IGTV, the creators are the channels.

Citing 2017 data from Emarketer, Instagram noted that "these days, people are watching less TV and more digital video".

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