Instagram launches IGTV & you can Upload/Watch hour-long Videos

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It aims to work just like regular TV but with vertical videos. 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.

Instagram has launched IGTV, a new standalone app that will allow users to watch long-form vertical video from popular creators on the platform.

Doing this as a separate app, meanwhile, could be an effective way to keep Instagram from feeling cluttered with a combination of photos, short images and animations, and the new, longer, content.

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

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Not just celebrities, IGTV will let all users be a creator and let them upload vertical videos through Instagram's app or the web. IGTV enables users to shoot video vertically, the orientation people hold their phones most of the time. They can also like, comment and send videos to friends in direct. 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.

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. First, there are now 1 billion people using the app.

Since then it has become a strong engineer of growth for Facebook in terms of users and ad revenues.

Instagram is following its parent company into the longer-form video space.

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