With a billion users, Instagram takes on YouTube in video

Tonya Becker
June 21, 2018

In a kind of TV and YouTube hybrid, the app will be organized by channels, which will just lead you to each creator's page.

Up until now, video uploads were limited to just one minute on Instagram, but IGTV extends that limit to an hour.

Instagram, which is owned by Facebook, has just introduced a brand new initiative for "vertical format video", which means it'll be presented in portrait mode rather than landscape, called IGTV.

SAN FRANCISCO: Instagram said Wednesday it now has more than one billion active users, as it unveiled a new long-form video feature in a bid to attract "creators" like those on YouTube. The app also shows videos tailor-made for your preferences and allows switching between "For You", "Following", "Popular", and "Continue Watching" sections.

According to Mashable, a number of celebrity influencers, including Selena Gomez, Kim Kardashian, and Kevin Hart, have been signed up as partners for IGTV and have already started creating content for the platform. They can also like, comment and send videos to friends in direct. IGTV will start rolling globally over the next few weeks on Android and iOS. "IGTV is for watching long-from videos from your favorite creators". For now, there are some restrictions on what accounts will have privileges to record for an hour.

Instagram is following its parent company into the longer-form video space.

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"We have a very engaged community who tune into our Stories", Leung says, referring to the vertical video format already available on the main Instagram app.

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