Instagram’s IGTV is Here

Instagram’s IGTV is ready to compete head-on with YouTube. Today at a flashy event in San Francisco, the company announced it will begin allowing users to upload videos up to one hour in length, up from the previous one-minute limit. And to house the new longer-form videos from content creators and the general public, Instagram has launched IGTV. Accessible from a button inside the Instagram homescreen, as well as a standalone app, IGTV will spotlight popular videos from Instagram celebrities.

And what if you’re a content creator, posting videos which until now have been very limited in their run time?  Well, after the big announcement on June 20, content creators and others can do more with the social platform that lets you show your visual flair arguably better than rival networks.

“It’s time for video to move forward, and evolve,” said Instagram CEO Kevin Systrom onstage at the event. “IGTV is for watching long-from videos from your favorite creators.” Just before he took the stage, Instagram’s business blog outed details of IGTV.

TechCrunch had reported that June 20 would be the day that new features would be launched in San Francisco. And the Wall Street Journal had previously hinted that long-form video was about to happen. Now, it has arrived.

How IGTV Works

IGTV will let anyone be a creator, not just big-name celebrities. People will be able to upload vertical videos through Instagram’s app or the web. Everyone except smaller and new accounts will be able to upload hour-long videos immediately, with that option expanding to everyone eventually.

The IGTV app will be available globally on iOS and Androidsometime today, as well as in the Instagram app through a TV shaped button above Stories. “We made it a dedicated app so you can tap on it and enjoy video without all the distraction,” Systrom explained.

Here’s what’s new.

Instagram has now hit a billion users

Widely anticipated, this statistic is a real milestone for the company. Founder Kevin Systrom told the BBC, “Our proudest accomplishment is building a thriving community of a billion, which is just wild beyond our wildest beliefs.”