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New app built for longer video

21 June 2018

This has been in the works for quite some time, and it arrives five years after Instagram officially welcomed video onto the platform.

It becomes the fourth Facebook platform to hit the billion-user mark, including the namesake social network with more than two billion users, and the messaging applications WhatsApp and Messenger.

This may be an attempt on Instagram's part to steel a bit of YouTube's thunder, in that it enables users to upload longer and more involved video content, but just like the main app, IGTV is obviously a mobile-first effort.

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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. "While there's a standalone IGTV app, you'll also be able to watch from within the Instagram app so the entire community of one billion can use it", the company added.

Instagram chief executive Kevin Systrom announced the milestone as he unveiled the new video application known as IGTV. In a kind of TV and YouTube hybrid, the app will be organized by channels, which will just lead you to each creator's page. They can also like, comment and send videos to friends in direct.

Instagram made a decision to build a standalone property, because longer videos are not something people typically want on the main app, where videos are limited to 60 seconds.

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Famed Pomeranian Jiffpom can now share videos up to an hour long on IGTV.

"Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people."

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

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