Instagram Is Adding Hour-Long Videos to Take on YouTube

22 June, 2018, 17:46 | Author: Darren Santiago
  • Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

"I have some really big news - the big news is that we are now a global community of a billion monthly actives on Instagram", said Instagram CEO Kevin Kevin Systrom at the start of the IGTV event.

The photo-sharing app also announced it would be launching a stand-alone app called IGTV to host these long-form videos. The app will be available for download on iOS and Android smartphones in the coming days, Instagram CEO Kevin Systrom told a gathering of influencers and members of the press today at an event held in San Francisco.

"IGTV is built for how you actually use your phone: vertical and full screen", Instagram explained during the reveal of IGTV. Instagram describes IGTV as "a new app for watching long-form, vertical video from your favorite Instagram creators".

IGTV is apparently being likened to television, hence the name, in that it will immediately start playing video as soon as it is opened whereas this is not the case in other, similar apps.

"Five years after the launch of video on Instagram, we are excited to introduce IGTV which brings audiences closer to the creators they love".

By increasing the length and quality of video on Instagram, the image-sharing social media network may be trying to tap into the multibillion-dollar market for TV advertising. Facebook has encouraged popular video-makers to upload vertical videos on its new platform, but it does not now share advertising revenue with creators. The difference between Instagram and IGTV, however, is that the latter pushes vertical videos only and can last up to an hour.

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. "We wanted to separate the two so you can decide which adventure to go on", Systrom said.

Since then it has become a strong engineer of growth for Facebook in terms of users and ad revenues.

IGTV will not launch with advertising or make payments to creators, but monetization strategy will be explored in the future, Systrom said. Instagram has come up with a few ways to make the service different from what users expect from YouTube, however.

"Younger audiences are spending more time with amateur content creators and less time with professionals", Instagram said in a blog post.

Despite the lack of an ad opportunity on IGTV now, however, it does appear Instagram is already preparing one - and looking to prove itself as a safe option for marketers, said Noah Mallin, head of experience, content and sponsorships at Wavemaker.

Recommended:



Popular

Governor’s rule won’t affect ongoing military operations in J&K: Army Chief
BJP General Secretary Ram Madhav had cited rising violence and discrimination against the innocent civilians belonging to Jammu as reasons to end the alliance.

Senegal coach's intense celebrations makes him 'meme of the World Cup'
If World Cups were won because of the behaviour of a country's fanbase, then Japan and Senegal would make the 2018 final. Senegal beat Poland 2-1 on Tuesday and a win against Japan will guarantee them a place in the knock out stages.

Android Messages now lets users send text messages from their computers
So, if you start a podcast on one device, you can ask another device to play it and it will pick up where you left off. Many of these features were announced when the company revealed its upcoming Android Messages overhaul in April.

Costa grabs lucky goal as relieved Spain edges Iran
The Iranians were awarded a freekick which they fail to goal in on! It's not just slick play within the Spain team. Many watching the game did not quite know what to make of his failure. "It was us on the ground all the time .

Prince Louis to be christened by the Archbishop of Canterbury next month
Kensington Palace confirmed: "Prince Louis will be christened by The Archbishop of Canterbury, the Most Reverend Justin Welby". The announcement comes days after speculation that his Christening would happen between of June and first weeks of July .

Kim meets with Xi in Beijing
The New York Times also reported that some 100 North Koreans have been hired by clothing manufacturers in Hunchun, China. The two leaders will also likely talk about North Korea sanctions and denuclearizing the Korean Peninsula.

Trump threatens additional $200bn in tariffs on China
In response, Beijing confirmed during the weekend it would bring in tit-for-tat tariffs on $34 billion of U.S. imports next month. During the 2016 election campaign, he had promised to use tariffs to cut the U.S. trade deficits.

Arsenal To Confirm Bernd Leno Signing On Tuesday
They have faced competition for his signature from Italian giants Napoli, who can offer Champions League football for next season. There has, however, been a U-turn following a meeting between Wilshere and new Gunners boss Unai Emery .

Russian Federation 5 Saudi Arabia 0
Today, teams are more organised and penetrating them through the middle is often hard . We're talking about their looks! "We haven't been kidding anybody", he said.

Giuliani: Trump won’t pardon Russian Federation probe targets now; later, who knows?
Areas of the negotiation include the format, the scope of questions and the duration. Comey showed a "willingness to take official action to impact" Mr.