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Instagram just declared war on YouTube with a new longform-video app

21 June 2018

It is both a standalone app and a tab inside the current Instagram platform, The Verge reports. As the name suggests, this is their attempt at TV, which really just means long-form video is coming to Instagram, as well as a stand-alone IGTV app.

"It truly wouldnt have happened without all of you", CEO Kevin Systrom said of hitting the one-billion-user-mark.

Instagram also shares how businesses, creators, and more can "leverage" the new platform, reiterating its massive user base. IGTV will be rolling out globally over the next few weeks on iOS and Android. The video will eventually give Facebook more opportunities to sell advertising. In addition, clips will not be limited to one minute like regular Instagram videos.

On Wednesday it announced IGTV, a new longform-video app. With this news, all four of Facebook's key services-the main Facebook app, its two chat apps Messenger and WhatsApp, and Instagram-each have a billion or more users.

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Instagram just effectively declared war on YouTube and Snapchat. IGTV videos can will be up to one hour.

'Since then video has exploded, we've continued to build video experiences, and in 2016 we launched stories, which brings us to IGTV'. Some creators are allowed to upload videos for up to an hour.

He added that IGTV is "built for how you actually use your phone, so videos are full screen and vertical".

If you're excited to launch your own IGTV channel, you'll only have to wait a little bit.

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Once you open the IGTV app, content from individuals that you follow will automatically begin playing. Instead of watching NBC or HBO, you'll be watching a friend or an Instagram star. Rather, it is clearly aimed at high-quality creators with huge followings-people like Kim Kardashian, who is already using IGTV actively.

Instagram's IGTV is ultimately going to be a direct competitor to YouTube, but the company is also targeting Snapchat's Discover. Instagram ultimately intends that there will be no time limit on any accounts, Systrom said. Total spending on online video ads in the expected to rise from almost $18 billion this year to $27 billion in 2021, according to eMarketer.

Citing 2017 data from Emarketer, Instagram noted that "these days, people are watching less TV and more digital video".

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