Instagram creates an IGTV feature that will lead all social media

Instagram creates an IGTV feature that will lead all social media

Instagram today marked reaching one billion users with the launch of a recently rumored long-form video service called IGTV.

IGTV is a new Instagram feature, described by CEO Kevin Systrom as 'an app for watching long-form, vertical videos from your favourite creators'. No searching or browsing is required and swiping brings up new content. Instagram's also curating the feed so videos by creators people already follow will show up.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

Mobile-first: IGTV is built for how you naturally use and hold your phone, so videos are full screen and vertical.

Calling IGTV its "most exciting feature to date", Instagram explained that videos on the app are fullscreen and vertical, optimized for watching on a smartphone. And when you open up the app, video is going to start playing right away.

Just like you can on Instagram, IGTV lets you like, comment on, and send videos to friends via Instagram Direct messaging.

Instagram stated that the app should roll out in a day or so, but potentially sooner. CEO Systrom said in statement onstage at the press event that, "It's time for video to move forward, and evolve".

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Note: IGTV, the mobile app, and the IGTV tab in Instagram will appear for users over the coming weeks.

But to that last point, it's worth noting that anyone can upload hour-long videos - the feature isn't restricted to the celebrity creators who will nearly certainly dominate the Explore tab. Following a creator on Instagram gives you access to their channel.

Like normal TV, IGTV has channels. With that said, I also enjoy watching content on Twitch.

Instagram just unveiled a new way to help it compete with the likes of YouTube and Snapchat. IGTV has channels but the creators are the channels.

The number highlights the surging growth of the Facebook-owned social network which allows users to share photos and video. Systrom said Wednesday that Instagram now has 1 billion monthly users, and the Pew Research Center recently reported that 72% of USA teenagers say they use Instagram.

However, he said that Instagram ultimately wanted to allow creators to make a living on the service.

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