Arguably one of today’s most popular social media apps, Instagram now reveals its most ambitious project yet, the IGTV. Officially announced on Wednesday, June 20, IGTV is a new mobile video platform that features vertical videos similar to that you’ve been watching on Instagram Stories, except each upload can be as long as up to an hour. Going head-to-head with YouTube, IGTV is billed as a new online space that allows users to view videos from “their favorite Instagram creators and celebs, allowing them to connect more meaningfully.”
In a press release, Instagram has shared some of the unique features of its latest launch:
Mobile-first: IGTV is built for how you naturally use and hold your phone, so videos are full screen and vertical.
Simple to use: It starts playing as soon as you open the app, so you don’t have to search to get started.
Quality content: IGTV is built on the Instagram network and creators are the channels; so you can watch people you already follow on Instagram and discover others.
Beginning today, IGTV will be rolled out worldwide on both iOS and Android, with its first batch of content uploaded by some of the most-followed accounts on Instagram. Kim Kardashian, Selena Gomez, sneaker customizer The Shoe Surgeon, Off-White™‘s Virgil Abloh, beauty influencer Manny Gutierrez and more are among the creators who’ll be adding content to the new app today.
Watch the video above to learn what you can expect from IGTV. For more information, watch the livestream of the IGTV launch event on Instagram’s profile.
From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love. IGTV will be rolling out globally over the next few weeks on iOS and Android.