Tuesday, 25 September, 2018

Instagram launches IGTV, a standalone app for long-form videos

Diane Mills | 21 June, 2018, 20:39

Instagram has just launched IGTV - the company's attempt at creating a YouTube-like, video-centric platform.

There will be a stand-alone IGTV app, but the content will also be available on the existing Instagram app. Though IGTV is a standalone app, users will be able to watch it from within the Instagram app as well.

"When people browse through the feed they don't want to stop and watch a 10-minute video", Systrom says. "We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand".

IGTV will be rolling out globally over the next few weeks on Android and iOS. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.

Instagram chief executive Kevin Systrom announced the milestone as he unveiled the new video application known as IGTV.

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Instagram, which had some 800 million users as of September, has been outpacing rival social networks such as Twitter and Snapchat and has been gaining younger users even as Facebook itself has seen declines in the youth segment.

Instagram is following its parent company into the longer-form video space. Karen Leung expects to try it for an account she runs devoted to her 5-year-old Shiba Inu named Nacho, which has 7,000 followers.

The launch comes amid a shift in video viewing habits away from traditional television to online platforms including Netflix and Hulu, and with more people watching both professional and user content on services like YouTube. "With Stories we're sharing so much of our life events, it would be great to share that on IGTV".

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