All Instagram users will be able to post on IGTV vertical videos up to 10 minutes long - with only users with 10,000 or more followers able to take advantage of the 60-minute length. "IGTV is for watching long-form videos from your favorite creators", he added.
The longer videos will also be available through a tab in the original Instagram application. You will see video from people you already follow on Instagram and others you might like based on your interests. The Popular section offers a selection of clips that have been liked by the community, while Continue Watching lets users return to videos that they have not finished viewing.
What makes this app different than Youtube is the native support for vertical videos as opposed to landscape video.
Users are required to set up their own dedicated channel, as with YouTube, where all of the video they upload will be stored, says the BBC. IGTV will be rolling out globally over the next few weeks on iOS and Android.
You can download IGTV via the Play Store and App Store.
According to Mashable, a number of celebrity influencers, including Selena Gomez, Kim Kardashian, and Kevin Hart, have been signed up as partners for IGTV and have already started creating content for the platform. Younger audiences are apparently spending more time watching amateur content creators in place of professionals. Here, the channels refer to the creators themselves. 'IGTV is built for how you actually use your phone, so videos are full screen and vertical.
"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.
Instagram is following its parent company into the longer-form video space. Top followed accounts will be able to show video for up to an hour. He explained that since creators are investing a lot of time into IGTV videos, he wants to make that sustainable by offering them a way to monetize in the future.