Instagram Joins the Video Sharing Platform Fray with the Release of IGTV

Instagram is the latest social media platform to get serious about long-form, vertical video. Instagram’s just revealed IGTV, which is its new standalone video app that’s looking to attract online video content not already being creating on the video platform juggernaut, YouTube.

It was hotly rumored earlier this month that Instagram had plans to make a big move into longer form video. It turns out that those rumors are true with the announcement of Instagram’s video hub IGTV.

What does IGTV bring to the table?

Prior to Instagram’s announcement of IGTV, we reported that Instagram was working on a new feature that would increase Instagram’s video length limits up to one hour. IGTV does just that, allowing users to upload vertical videos up to an hour in length.

However, according to CNNtech, currently only Instagrammers with at least a 10,000 followers will be able to post videos up to an hour-long, for now at least. Those with less than 10,000 followers can post videos lasting up to 10 minutes. Though, this is said to soon change. Instagram has plans to open unlimited video upload length to all users in the near future.

Additionally, the IGTV hub will exist within the regular Instagram app, but it’s also getting its own standalone app in the coming days.


Monetization on IGTV is in the works

While it’s a big step for Instagram to allow users to post videos longer than 60 seconds, if Instagram really wants to attract video creators, it needs to find a way for them to make money on their platform. Otherwise, what’s the incentive to come to Instagram and create?

Currently, there is no monetization options available on IGTV, but that could change in the future. “Ads will not be part of IGTV at launch, but we’ll be exploring and test ways to help creators monetize after launch,” a spokesperson for Instagram told CNN.

Video is the future for Instagram

Instagram is following suit to Facebook — which owns Instagram. Both companies are taking on YouTube as a video sharing platforms. While it unclear whether either of them will be able to challenge YouTube, it is clear that we are all without a doubt going to see more videos and video-tailored features coming out on Facebook and Instagram.

“It’s time for video to move forward, and evolve,” said Instagram CEO Kevin Systrom onstage at the event. “IGTV is for watching long-from videos from your favorite creators.”

IGTV will be out on iOS and Android in the next few days. You can watch hour-long videos in the Instagram app right now though.

Sean Berry
Sean Berry
Sean Berry is Videomaker's managing editor.

Related Content