Instagram Launches a New App Called IGTV for Long-Form Video

21 June, 2018, 04:00 | Author: Ethel Goodwin
  • Instagram Announces IGTV An Entertainment Hub With Hour Long Videos And Content From Social Stars

Instagram said Wednesday it now has more than one billion active users, highlighting surging growth at the Facebook-owned social network focused on photo and video sharing. From the Instagram app, you will be able to see if a creator has uploaded video to IGTV by looking at the space next to where Stories are located.

Today, Instagram held an event where they announced IGTV, a new service made for long-form video. According to market-research firm eMarketer, video makes up 17% of all United States digital ad spending, and an increasing number of people are watching video on their phones. When you open the app it automatically starts playing videos from people you follow. "There will be a way for creators to make a living", Instagram CEO Kevin Systrom said. Instagram users can update the app in order to begin watching IGTV videos today.

With IGTV, Instagram now has another way to bring in revenue through ads.

Systrom announced the launch of the IGTV platform which will have a separate smartphone app or can be watched from Instagram.

IGTV's programming format will consist exclusively of vertical video created to fill the entire screen of smartphones - the devices that are emerging as the main way younger people watch video.




Systrom told The Associated Press that he hopes IGTV will emerge as a hub of creativity for relative unknowns who turn into internet sensations with fervent followings among teens and young adults.

The launch comes amid a shift in video viewing habits away from traditional television to online platforms including Netflix and Hulu, and with more people watching both professional and user content on services like YouTube.

The announcement follows news earlier this week that Facebook plans to introduce tools to connect video creators with advertisers and the launch of Facebook Watch for longform video last summer.

That trend appears to be one of the reasons that Facebook is "hedging its bets" by opening Instagram to the longer-form videos typically found on YouTube, said analyst Paul Verna of the research firm eMarketer. However, influencers will be able to share links in IGTV to support deals they strike with brands. IGTV will be rolling out globally to Android and iOS within the next few weeks. Tents housing some of the city's 7,500 homeless individuals were dwarfed outside by trailers ostensibly set up for the creators who danced and vogued for a short live video to kick off the event.

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