Instagram is about to change the way its users view video. With the launch of their new feature today, IGTV, the photo app intends to enter the long-form video marketplace to compete with the likes of YouTube, according to TechCrunch.
The new feature will allow creators to produce videos ranging from ten seconds to sixty minutes long, a huge change to their previous one minute maximum. Instagram’s business blog describes it as “focused on the creators you love most and already follow on Instagram.” Anyone can create and upload content on IGTV from either the app or on their website, not just the bigger names on Instagram. The users will be able to create Instagram Channels where their videos will reside that viewers can subscribe to.
IGTV will be available through both the Instagram app in the Explore page, as well as a stand-alone app available on iOS and Android.
One aspect of IGTV that differentiates them from YouTube is that there are no ads or commercials – yet. Instagram will likely implement ads in order to offer creators a way to monetize their videos. Therefore, not only will the new video-sharing feature attract Instagram users, but also advertisers with this new route to reach consumers.
With Instagram recently hitting one billion monthly users, the introduction of the new feature comes at a promising time and will certainly lessen YouTube’s near-monopoly on the long-form video industry.