Instagram would like you to know that it too has a platform where "creators" can make videos, post them on their app, and (eventually) get a share of the ad revenues. The new platform will allow content creators to share their videos on the platform which can be as long as 1 hour.
"We've come a really long way in just eight years, and it's thanks to this incredible community ... that we've been able to launch IGTV", Instagram CEO Kevin Systrom said on stage at a launch event in San Francisco that was beset by delays and technical issues.
Systrom also announced that Instagram had reached one billion active monthly users, a milestone YouTube hit in 2013.
The IGTV button is located at the top right of the Instagram app home screen, next to the message inbox button.
-Facebook. Beyond Brand Collabs, the social network says it will offer more video makers the ability to put "Ad Breaks", into their live videos, with an ad revenue split.
If Instagram's trying to take a chunk out of YouTube's near-monopoly on video, it's starting from a strong place. IGTV could also spell more trouble for Snapchat which has been trying to make vertical video the most popular format among Millennials and teens.
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And speaking of apps, there really is a separate IGTV app on the way. Instagram hasn't talked about the possibility of turning off video autoplay when launching the service, but it's likely that it will be a requested feature.
Though IGTV is open to everyone now, a handful of influential users, like Selena Gomez, Kim Kardashian, and Kevin Hart, were early partners and have already started creating videos for their IGTV channels.
IGTV is focused on vertical videos-videos taller than they are wide-meant to be consumed by users who are holding their phones upright.
Called IGTV in a nod to traditional television, the service plans to feature videos from rising internet celebrities, artists and pets, some of whom have tens of millions of social media followers. With that said, I also enjoy watching content on Twitch.
Instagram has already made itself the go-to destination for carefully staged photos and short videos that show off people living their best lives.
IGTV will soon be integrated into Instagram, with new IGTV bubbles appearing on the profiles of people you follow. And everyone remembers how swiftly Instagram was able to ape Snapchat with Instagram Stories and then quickly surpass Snapchat in users. The company is expected to announce specifics at the VidCon convention, a gathering for online video makers, which begins Thursday in Anaheim, California. Enter Instagram, acquired by Facebook in 2012, which has always been the more visual platform and is traditionally more successful at courting young users.