Instagram launches IGTV which can host content an hour long

Instagram Announces IGTV An Entertainment Hub With Hour Long Videos And Content From Social Stars

Can't connect right now! With the new app, users will be able to make their posts and share them alongside the usual posts and stories from within Instagram by clicking on a button on the home screen or on the standalone IGTV app.

Facebook-owned Instagram is joining the likes of Google's YouTube and Snapchat's Discover with the release of IGTV - a video creation and sharing app for the Instagram community. In fact, each video can be up to an hour long. This comes as Instagram's global community hits the one billion mark.

Instagram also announced that it now has a billion monthly active users, up from 800 million in September.

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Systrom said IGTV is built to be used on a smartphone, and boosts the time for videos from the previous limit of one minute. The difference between Instagram and IGTV, however, is that the latter pushes vertical videos only and can last up to an hour.

As Facebook itself has moved deeper into video, Instagram will become a direct competitor to YouTube with IGTV. There are no ads on IGTV today, but that would be a "reasonable place to end up", Instagram CEO Kevin Systrom said at the event.

Product manager Ashley Yuki told the event that IGTV "is an open platform from day one, so everyone can become a creator".

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IGTV "will be rolling out globally over the next few weeks" on Alphabet's (GOOGL) Android and Apple's (AAPL) iOS operating systems, according to the launch announcement.

Instagram also takes up some space on their official website unveiling the new IGTV on how this impacts businesses, as it leverages its huge user base.

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