INTRODUCING IGTV: The next generation of video

It was bound to happen, Instagram just announced it will begin allowing users to upload videos up to one hour in length, up from the previous one-minute limit. According to the Instagram Blog, “Five years after the launch of video on Instagram, we are excited to introduce IGTV which brings audiences closer to the creators they love. We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand.”

Instagram launches IGTV app for content creators. Hello 1-hour video uploads!


IGTV is:

- Mobile first: IGTV is built for how you actually use your phone: vertical and full screen.
- Simple and intuitive: It starts playing as soon as you open the app. You don’t have to search or browse to get started, and it’s easy to multitask.
- Curated: IGTV is focused on the creators you love most and already follow on Instagram.
- Anyone can be a creator on IGTV and upload videos in the app or on the web.


How IGTV Works

IGTV will let anyone be a creator, not just big-name celebrities. People will be able to upload vertical videos through Instagram’s app or the web. Everyone except smaller and new accounts will be able to upload hour-long videos immediately, with that option expanding to everyone eventually. IGTV will also let creators develop Instagram Channels full of their different videos that people can subscribe to. Creators will be able to put links in the description of their videos to drive traffic elsewhere.

The IGTV app will be available globally on iOS and Android today, as well as in the Instagram app through a TV shaped button above Stories. “We made it a dedicated app so you can tap on it and enjoy video without all the distraction,” Systrom explained.


What this means for businesses

Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people.

1. Be the first
Be among the first to lead the future of video.

2. Get Closer
Use longer, permanent videos for deeper storytelling. Build stronger connections with potential customers as you showcase other dimensions of your business without being limited to one type of content, length or format.

3. Leverage your community
As with stories, IGTV is built on Instagram leveraging a global community of more than 800M people. When your followers open IGTV, they will instantly see original content from you, and new people can also discover your brand.


Are you excited? Tell us in the comment section below.