"We've come a really long way in just eight years, and it's thanks to this incredible community ... that we've been able to launch IGTV", Instagram CEO Kevin Systrom said on stage at a launch event in San Francisco that was beset by delays and technical issues. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. It's called IGTV - short for Instagram Television of course - and it comes as a section within the flagship Instagram App, and as a separate IGTV app available on iOS and Android.
Vertical videos up to 60 minutes long will now appear in a new tab in Instagram and in a stand-alone video app, IGTV, to be released later this week.
Instagram is touting IGTV as "a new app for watching long-form, vertical video from your favorite Instagram creators". The company has also managed to get a lot of popular influencers to start their own channels on IGTV, including Kim Kardashian, Ninja (the Fortnite streamer), Selena Gomez, Kevin Hart, Chris Hemsworth, Lele Pons, and others. This has been in the works for quite some time, and it arrives five years after Instagram officially welcomed video onto the platform.
IGTV also has channels, just like a TV, but the channels are the creators themselves. When you follow a creator on Instagram, their channel will show up for you to watch. Apart from YouTube, Facebook and now Instagram, Snapchat is the other popular social media platform that is used for posting personal videos.
Besides giving Instagram another potential drawing card, longer clips are more conducive for video ads lasting from 30 seconds to one minute. First, it's built for how you actually use your phone, so videos are full screen and vertical. Instagram doesn't now allow video ads, but Systrom said it eventually will.
When users open the app, IGTV starts playing immediately. Facebook has been "light on advertising opportunity specifics", said Joshua Lowcock, global brand safety officer at UM. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.
The app definitely holds some appealing new tools for Instagrammers who want to make longer videos. He said that the entire community can use IGTV from the very start and hoped that it will bring people and things that matter even more closer. It also adds that young viewers watch more amateur content.
Systrom also mentioned that IGTV could eventually blossom into something distinct from the current Instagram experience.