Instagram Launches IGTV

By Sophia Littledale

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Instagram has released a long-form video App, IGTV, which enables users to upload content up to 60 minutes in length.

In a similar style to YouTube, IGTV allows users to post content to followers of their account, however, the advantage of IGTV is that users can also post videos via their own Instagram profile. Indeed, users that download the IGTV App will automatically have their account linked to their Instagram profile. 

Videos uploaded to IGTV will be displayed in portrait mode, with the aim to transform the way people watch and make videos, and to give them a home on mobile.

Unlike Instagram, IGTV also supports desktop uploads, presumably to prevent painfully slow (and expensive) mobile uploading. IGTV Videos will also get a unique link – perfect for businesses and brands to share as part of other content. 

Instagram hasn’t yet decided whether IGTV will generate revenue from adverts. However, it’s not something that’s keeping Instagram founder, Kevin Systrom, up at night. “We’re in no rush to figure that out.” 

On the one hand, with people spending less time in front of TVs and more time on their phones, the introduction of IGTV seems like a no-brainer development. Keeping people within Instagram instead of switching to YouTube or Vimeo to watch videos longer than 60 seconds is also a nice ploy by the Facebook-owned photo sharing platform.

However, with YouTube the dominant video App, it will be interesting to see how fast IGTV takes off, and at what point Facebook decides to start generating revenue from the App.