Instagram launches IGTV which can host content an hour long

Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

IGTV is to be both a hub within the current Instagram app, as well as a new dedicated app that allows users to watch IGTV videos. This will allow for more immersion, Instagram hopes, and longer sessions than the traditional app has allowed. Instagram says that it will eventually allow all users to post videos of unlimited length.

It also announced plans to launch a new app, IGTV, created to show longer videos of up to one hour. This is a major accomplishment - so from all of us at Instagram, thank you!

IGTV will let all users be a creator and let them upload vertical videos through Instagram's app or the web.

IGTV can be accessed in two ways.

Mobile first: IGTV is built for how you actually use your phone: vertical and full screen.

Instagram itself claims that mobile video will account for 78% of mobile data traffic by 2021.

Much like Youtube, IG will also have a content discovery algorithm that will populate your feed with videos they find relevant to your taste and interests. "We've made it simple, too".

There are also some hints of the defunct Vine service in there, appropriate, as some of IGTV's stalwarts like King Bach started on there.

Meanwhile, Instagram is obviously trying to give YouTube a run for its money as it also highlights having "channels" maintained by popular content creators.

"I'm still going to be posting on YouTube as well as on Instagram", said Pons, who plans to launch a new cooking show on IGTV.

IGTV will begin rolling out globally on iOS and Android over the next few weeks.

Famed Pomeranian Jiffpom can now share videos up to an hour long on IGTV. For Instagram, it's not enough to be an image-only social network and not dally in video.

The best part about this new app is that anyone can use it.

"Five years after the launch of video on Instagram, we are excited to introduce IGTV which brings audiences closer to the creators they love". Commenting on this, CEO Kevin Systrom said that "Instagram is now a global community of one billion!"

The new installment is said to make fame on the app become easier to achieve than ever. But knowing how Facebook and Instagram usually handle these things, we should be seeing ads or some kind of monetisation of the feature within the next year or so.

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