"It is a new app for watching long-form, vertical video from your favourite Instagram creators, like LaurDIY posting her newest project or King Bach sharing his latest comedy skit". Through the new app, you'll be able to watch videos from people you follow and creators Instagram thinks you'll be interested in.
"The way we are watching video is changing", Instagram chief Kevin Systrom told the event in San Francisco on Wednesday where IGTV was announced.
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Instagram notes on its new website promoting IGTV that mobile video content will make up for nearly 80% of all mobile data traffic within three years.
The videos will be in vertical format and since they will play as soon as the app is opened, users won't have to browse or search for anything to get started.
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According to Mashable, a number of celebrity influencers, including Selena Gomez, Kim Kardashian, and Kevin Hart, have been signed up as partners for IGTV and have already started creating content for the platform.
For more on Instagram's new venture, follow here. The photo-sharing app, which Facebook acquired in 2012 for US$715 million, also has an audience that skews younger, and is used to watching video on mobile devices. "Right now, we're focused on building engagement", said Systrom, adding that Instagram always likes to start simple, ads are a logical place to go, and the company would cut creators in on any money it makes.
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Instagram just unveiled a new way to help it compete with the likes of YouTube and Snapchat. While that might seem convenient, you want to be sure you're someplace watching that having a video start playing won't cause a problem. IGTV videos can will be up to one hour. IGTV has four subheadings that allow you to customize your viewing. The Following section shows videos posted by the user's followers.