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Instagram just launched IGTV, a YouTube competitor no one asked for


Image: Instagram

Instagram on Wednesday introduced a new app called IGTV. The app, first rumored a few weeks ago, looks to take on YouTube and other video services by offering full-screen, vertical videos up to one-hour in length.

Like regular TV, IGTV offers different channels. In this case, the creators are the channels, however. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Any Instagram user can become a creator simply by uploading a video.

At launch, IGTV will feature content from creators you are already following on Instagram, plus others you might like based on your interests. You can swipe up to find more content.

As Instagram explains:

We’ve made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct.

With so many video options already available including Google’s massive YouTube, it could prove difficult for IGTV to find success. Nonetheless, with 1 billion Instagram users around the world, it’s probably best not to count it out.

Besides, two years ago, Instagram Stories launched, which allows you to share photos and multiple short videos of up to 15 seconds uploaded within a 24-hour time-span. Considered the service’s most popular feature, Instagram Stories has about 300 million daily users.

Will you be giving IGTV a test drive? Let us know below. 

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