Instagram launches mobile video service IGTV

Instagram launches mobile video service IGTV

On Wednesday CEO Kevin Systrom announced a new long-form video platform specifically crafted for those billion smartphone users and their smartphone screens.

Instagram also announced it was launching a hub for creators to upload long-form videos and make money from ads. This compares to Instagram video posts which are capped at the one-minute mark, or Instagram Stories which can contain 15-second long video snippets. Each Instagram creator will have an IGTV channel with all of their longer video clips. Videos will begin playing as soon as the user opens the app and will fill be full-screen vertically - contrasting with YouTube, which requires users to turn their phones horizontally for full-screen capabilities.

Curated: IGTV is focused on the creators you love most and already follow on Instagram. It also pulls from those you follow through Following and pulls the most popular content like Kim Kardashian's KKW Beauty pop up shop. Finally, the IGTV app allows you to like and comment on those videos, as well as send them to friends in Direct. 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.

Instagram says that IGTV is rolling out over the next few weeks.

The Facebook-owned social platform said IGTV would be made available as a standalone app as well as a feature within the main Instagram app.

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While Facebook offers no detailed revenue breakdown, eMarketer estimates Instagram will generate $5.48 billion in net U.S. ad revenue this year, up 70.4 per cent from last year and accounting for more than one-fourth of Facebook's net mobile ad revenue. You won't have to search to start watching content. It's created to promote long-form video content and, as you might have already guessed, the focus will be on vertical videos.

There also are no ads in IGTV, yet. In IGTV, the creators are the channels.

Instagram and Snapchat have been waging war with one another for years, but Instagram is branching out to attack new platforms this week. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day.

In September, Instagram said it had some 800 million monthly active users. To celebrate, the Facebook-owned photo site is launching a true video platform that goes beyond the short throwaway videos the service now offers. "Instead, each video can be up to an hour long", Instagram said in a blog post.

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