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Instagram Announces IGTV, Challenging YouTube and Snapchat

YouTube and Snpachat, are you ready for this?

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Today during an afternoon press conference, Instagram announced IGTV which is a new app geared toward creators like those on YouTube and Snapchat. These will be challenging the 10-minute YouTube vlog maximum, and be than the one minute maximum videos the app allows today, and videos will be able to range from 15 seconds to 60 minutes.

This not only will be on your Instagram app, but it’s own separate app as well. This app will provide only vertical full-screen video, challenging YouTube’s horizontal video format which can be challenging for viewers to enjoy on mobile interfaces.

According to The Verge “Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos on the mobile phone. He noted that most video apps require you to search or browse through a directory — as opposed to television, where you simply turn it on and start watching. IGTV, on the other hand, will simply start playing video the moment you open it. Among other things, this “lean back” mode could make IGTV a powerful new place for Instagram to put ads.”

Instagram stated that the app should roll out in a day or so, but potentially sooner. It has also annoucened that many influencers will have their own content including  Kim Kardashian West, Kevin Hart, Selena Gomez and Chris Hemsworth.

Instagram officially hit one billion users today as well.

You can watch this announcement here!

From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. 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. IGTV will be rolling out globally over the next few weeks on iOS and Android.

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Erin Whitten is currently CMN's Senior Correspondent and is currently a student at Arizona State University majoring in Mass Communications and Media Studies.

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