Photo-sharing app Instagram debuted their biggest feat yet, IGTV on Wednesday, June 20 in San Francisco.
Content creators, brands and regular Instagram users can now record, share and upload videos up to an hour long.
“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 posting her newest project or King Bach sharing his latest comedy skit,” Instagram said in a statement. “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.”
IG said they’ve made the user experience simple: built for how you actually use your phone, so videos are full screen and vertical, IGTV starts playing as soon as you open the app, 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 Message.
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,” Kevin Systrom, Co-Founder & CEO said.