Instagram releases new app allowing creators to post hour-long videos

Instagram has released a new feature that will allow users to post hour-long video clips. Marking a new chapter for Instagram, you can download IGTV as an additional app or find it within the Instagram app — both of which can be used to watch content from your favourite creators. Founder Kevin Systrom stated at the San Francisco launch last night, “data suggests that people are watching 40% less TV and 60% more video on Instagram”. Instagram’s new app makes room for this new category of video, one that is entirely creator-based.

Tired of having to turn his phone horizontal, IGTV is “built for how you use your phone; videos are full screen and vertical”, says Kevin. Simple to use, clips start playing as soon as you open the app. You can “swipe up to discover more — switch between ‘For You,’ ‘Following’, ‘Popular’ and ‘Continue Watching’". While existing as a stand-alone app, you will also be able to watch your favourite videos from inside Instagram. Accessible from a button on the top-right of the home-screen, a single click will take you to a separate, video-specific section. Users will also get notifications from this button alerting them to newly added content.

IGTV also has the added bonus of allowing users to upload clips from your desktop, a feature that did not previously exist. Similar to Youtube, all Instagram users will have a channel that people can subscribe to. IGTV has the potential for creators to grow their following, by offering up a different way to share content. The feature is available globally today, in fact, some of the world’s top followed users and creators have already added it to their accounts.