Instagram launches IGTV, your “YouTube” vertical video from long duration

As we advance almost two weeks ago, Instagram has fulfilled its promise to allow users to upload videos in portrait format up to an hour, and with the advantages of their popular Stories. The platform takes officially the name of IGTV and it is a new app completely which enables creators to upload videos native of long duration.

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The new tool was introduced by Kevin Systrom, co-founder and CEO of Instagram, who explained that the new app was created to solve one of the which, they say, is one of the biggest drawbacks of smartphones: watch videos horizontal in the vertical position. “Reimaginamos the form of watching videos. IGTV will allow you to see full length videos in a vertical format,” said Systrom.

Although IGTV is an app autonomous, the videos that are generated within the app can be seen on Instagram. It must be stressed that in the implementation you can’t create content for horizontal, but only vertical. Its use is easy and is designed to allow users to view video as soon as you open the app, without the need of searching.

The platform will include tabs such as “For you”, “Following”, “Popular” and “Continue watching” at the bottom of the app and they will appear once you swipe, flick from bottom to top.

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 you have 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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During the presentation did not mention if the inside of the platform there will be advertisers, and what will be the business model with the generators of content.

With the launch of this application –that can be seen in the tab #Explore or Explore within Instagram, the company owned by Facebook seeks to compete directly with YouTube. It is expected that the new app comes out at the global level in the coming weeks to both Android users as iOS.

IGTV is located at the top of Instagram on the side of ‘Direct’, the messaging feature of Instagram. It can also be accessed using a standalone application and from a desktop version.

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