Thursday, 15 November, 2018

Instagram launches IGTV, a standalone app for longform video

Melody Ballard | 21 June, 2018, 19:20

Instagram already allows users to stream live video for up to an hour, but IGTV will be focused around pre-recorded video uploaded from users similar to YouTube creators.

The announcement was made at an event hosted by Instagram chief Kevin Systrom in San Francisco. Instagram says IGTV will be rolling out globally over the next few weeks on Android and iOS. The video will eventually give Facebook more opportunities to sell advertising. Also, unlike on Instagram, videos aren't limited to one minute.

The user update shows Instagram moving further ahead of Snapchat, which lags behind with around 100 million monthly active users.

Instagram just effectively declared war on YouTube and Snapchat.

While you're watching the videos, you can comment, share or like without leaving the full-screen video mode - a property Instagram seems to have borrowed from its parent company, Facebook.

Systrom described the new app as "a separate space, a dedicated space to enjoy video without being distracted". Accounts with large audiences will be able to go as long as an hour.

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Creators will be able to upload videos directly to Instagram from IGTV too.

The photo-sharing app, which is owned by Facebook, last revealed the number of users on its platform in September, when there were 800 million people using the app. With that said, I also enjoy watching content on Twitch.

But if you're reading this and dreaming of quitting your day job to make videos for Instagram checks, you better drum up a huge following fast. With your help, IGTV begins a new chapter of video on Instagram. When the ads come, Instagram intends to share revenue with the videos' creators - just as YouTube already does. Beyond "Explore", IGTV will also include "For You", "Following", "Popular" and "Continue Watching" tabs, each of which speak for themselves.

It's been said that Instagram wants to attract "web celebrities" to IGTV, rather than traditional media companies or publishing firms.

IGTV will soon be integrated into Instagram, with new IGTV bubbles appearing on the profiles of people you follow.

How much time users spend using an app is an important competitive metric for social media platforms. Enter Instagram, acquired by Facebook in 2012, which has always been the more visual platform and is traditionally more successful at courting young users.

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