Up until now, video uploads were limited to just one minute on Instagram, but IGTV extends that limit to an hour.
IGTV will enable any user to upload long-form videos and will also include "channels" from video "creators", similar to a format employed by Google-owned YouTube which has given rise to a number of YouTube "stars". As with any social platform, videos can be liked, shared, and commented.
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For weeks, creators had early access to IGTV so that when it launched on Wednesday there already was a library of videos, Systrom says. "We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand". Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.
There also are no ads in IGTV, yet.
Instagram chief executive Kevin Systrom announced the milestone as he unveiled the new video application known as IGTV. The user can swipe up to explore a range of long-form videos from tabs like, "For You", "Following", and "Popular". Instagram's IGTV will rival YouTube and also Snapchat's Discover. Last year, Facebook launched Watch, a section inside the social network for shows from professional media companies and individual creators. "With Stories we're sharing so much of our life events, it would be great to share that on IGTV".