New long-form video feature launches as Instagram community hits one billion.
Instagram has rolled out a new app called IGTV which can feature full-screen hour-long videos from creators, influencers and brands.
As well as the standalone app, users will also be able to watch videos from within the Instagram app itself – opening up a community of one billion for brands to potentially tap into.
Kevin Systrom, co-founder and ceo of Instagram, explained that IGTV was built for how people actually use their phones, with videos being full screen and vertical.
In addition, unlike on Instagram itself which limits videos to one minute, each video on IGTV can be up to an hour long.
Kevin said: “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.”
Kevin continued: “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.”
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