Instagram now has its own version of YouTube

Instagram launches IGTV app for creators 1-hour video uploads		
		
	Josh Constine

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The move comes as Instagram CEO Kevin Systrom said on Wednesday that it hit one billion users on its platform.

Instagram is making a play for YouTube's video throne with the launch of IGTV, a new app where users can upload videos longer than one minute. Anyone can be a creator - you can upload your own IGTV videos in the app or on the web to start your own channel.

[Photo: courtesy of Instagram] Instagram stars such as Lele Pons, who has 25 million followers and appeared onstage at today's event, will presumably like the opportunity to share longer-form content with their fans.

The report says that Instagram isn't looking for content that is "too polished" in the traditional TV show mould, but rather hoping that new-style Internet creators will set a more modern tone. Instagram has come up with a few ways to make the service different from what users expect from YouTube, however.

IGTV initially won't feature ads and the company isn't paying creators directly to use the feature.

The firm also announced that it had finally reached a billion users, meeting other popular apps and services like Facebook Messenger and WhatsApp Messenger at the top.

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Instagram just unveiled a new way to help it compete with the likes of YouTube and Snapchat. The launch of IGTV not only paves the way for longer content, but it could also allow Instagram and its content partners make more money through advertising. First, it's built for how you actually use your phone, so videos are full screen and vertical.

Rumors have circulated over the past few months suggesting that Instagram was preparing to allow longer videos on its platform. Instagram users with a large following (Instagram did not specify a number, but likely in the tens of thousands) will be able to post videos up to one hour in length.

Videos made for IGTV will all be presented in a vertical format similar to what we've seen from shows on Snapchat.

The announcement follows news earlier this week that Facebook plans to introduce tools to connect video creators with advertisers and the launch of Facebook Watch for longform video last summer.

Videos uploaded to IGTV will be vertically-orientated, so they can be viewed fullscreen on a smartphone when it is held in portrait.

In September, Instagram said it had some 800 million monthly active users.

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