Instagram expands into long videos, will compete with YouTube

"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 explained in a blog post. In this case, Instagram is mimicking Google's YouTube.

Apple also reportedly plans to launch a streaming video service in spring 2019, though the service is tied to professionally developed shows rather than the wider community of social media creatives.

Curated: IGTV is focused on the creators you love most and already follow on Instagram. IGTV will reportedly support videos up to an hour in length, though the site is encouraging creators to aim for a more manageable 10 minutes.

Instagram today is finally taking on YouTube and Snapchat's Discover with a dedicated app - IGTV.

Systrom said IGTV is built to be used on a smartphone, and boosts the time for videos from the previous limit of one minute.

The announcement was made at an event hosted by Instagram chief Kevin Systrom in San Francisco. Along with that, Instagram's also creating an entirely separate IGTV app that'll start playing videos as soon as you open it.

Instagram, which Facebook bought for $1 billion six years ago, now has 1 billion users, up from 800 million nine months ago.

Creators can splice together video from their Stories and other video content, but a standalone app was chosen over extending videos upload permission beyond 60 seconds in order to highlight longform content.

Mr Systrom said: "Since our launch in 2010, we've watched with amazement as the community has flourished and grown". Instagram doesn't now allow video ads, but Systrom said it eventually will.

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