Published: Fri, June 22, 2018
Arts&Culture | By Matthew Castillo

Instagram reveals new video feature with a major difference to YouTube

Instagram reveals new video feature with a major difference to YouTube

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

As for who can create content for IGTV, Instagram notes that "anyone can be a creator on IGTV and upload videos in the app or on the web".

Instagram says that IGTV is rolling out over the next few weeks. In fact, each video can be up to an hour long.

As Facebook itself has moved deeper into video, Instagram will become a direct competitor to YouTube with IGTV. Just like turning on the TV, IGTV starts playing as soon as you open the app.

Instagram has launched IGTV, a mobile-centric vertical video platform.

IGTV is available on the App Store as a free download. Obviously, the addition of long format videos to Instagram is a way to try to get a share of the YouTube viewers and creators. "It started with square photos and videos-those were the good old days right guys", said Systrom.

That trend appears to be one of the reasons that Facebook is "hedging its bets" by opening Instagram to the longer-form videos typically found on YouTube, said analyst Paul Verna of the research firm eMarketer. Previously, Instagram limited users to 60-second videos. The launch of IGTV offers the potential for an entirely new platform for Instagram ads - something that only sparks more interest in Instagram from advertisers wanting more affordable ad options. If you're not into that video, swipe to check out other creators' channels.

Instagram clearly sees its popular creators, such as King Bach and LaurDIY, as key components of its audience-building strategy, and it's implicitly understood that in doing so influencers will also play a critical role in Instagram's plans to monetize IGTV.

On Wednesday it announced IGTV, a new longform-video app.

Snapchat began featuring vertical video before Instagram, another example of its penchant for copying rivals.

IGTV could not only evolve as a monetising platform but also as a platform which supports viewership.

IGTV will not launch with advertising or make payments to creators, but monetization strategy will be explored in the future, Systrom said. Enter Instagram, acquired by Facebook in 2012, which has always been the more visual platform and is traditionally more successful at courting young users.

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