Instagram has been able to differentiate its video platform from YouTube with the one minute video limit, while successfully giving users, influencers and businesses a platform to quickly share a video or advertisement. However, Instagram has just announced the launch of IGTV, which drastically changes the whole Instagram video landscape.
Released just five years after the launch of videos, according to Instagram’s blog, IGTV is a new standalone surface that allows users to post videos of greater length. Users will be able to watch the videos from the IGTV app, but also within the Instagram app.
Instagram has attempted to make the app resemble actual TV as closely as possible, hence why the videos play vertically as soon as the user opens the app. In addition, the publishers are considered “channels” and users will automatically see videos from “channels” they follow, but still have the opportunity to explore customized recommendations. As stated by The Verge, IGTV users are initially able to upload videos up to 10 minutes, though, larger accounts are able to post videos up to one hour. However, it appears as though IGTV will soon allow all users to post hour long videos.
This app may be particularly useful for businesses, as it will give them another platform to publish videos, but in long form. There is also potential for longer video advertisements once Instagram opens the platform to ads.