'Just like TV'; Instagram launches new long-form video platform

Josh McDonnell
By Josh McDonnell | 21 June 2018

Instagram has launched a new app allowing users to view and create long-form video content of up to an hour.

Named IGTV, the offering has been developed as an extension of Instagram's 'Stories' function, with IGTV users able to include links in each video to drive traffic to external sites.

In a blog post from Instagram's co-founder and CEO, Kevin Systrom, he draws comparisons between IGTV and traditional TV, rather than other creator content platforms, such as YouTube.

"Just like turning on the TV, IGTV starts playing as soon as you open the app...also like TV, IGTV has channels. But, in IGTV, the creators are the channels," he says.

AdNews understands advertising will not be part of the launch, with Instagram still exploring monetisation options.

Instagram itself has no 'original' content on the platform yet.

Content starts playing as soon as users open the app, with a 'static screen' appearing as it loads selected content.

Appearing as vertical video, the new app is designed to suit how users normally engage with and hold their phones.

IGTV is built on the Instagram network and sees creators become the channels. The people user's already follow on Instagram will appear once logged in.

The 'For You' and 'Popular' tabs have also been included.


"We've created IGTV to showcase mobile video the way it should be - fully immersive," Facebook and Instagram ANZ managing director Will Easton says.

"We're excited for this new chapter as our global community reaches one billion, and hope it brings our Australian community closer to the people and things you love.”

AdNews searched the app, finding the majority of videos in the 'popular' category to be under 15 minutes, with one video from National Geographic, 'One Strange Rock: Home', lasting 47 minutes.

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