Two things: Instagram has hit 1 billion users and at the same time, introduced a brand new video sharing feature, IGTV. (Has a good ring to it, don’t you think?)
Now, because it seems like every man and his dog is on Instagram these days—literally (we love you, @sportethefrenchie), the news that the app has finally hit 1 billion users may not seem like a big deal to you.
However, what may be more of interest is the fact that the social media platform has finally launched a feature that enables you to record and watch longer form videos through the app. For now, videos can be 10 minutes for most accounts and up to 1 hour for larger ones—but it is said to eventually have no time limit.
IGTV is designed to enable you to watch videos in the way in which you naturally use and hold your phone (ie. in a vertical, full screen format). The video starts playing as soon as you open the app and is basically a game-changer for content creators and influencers looking for a new way to engage with their audience (and a fun little touch for everyone else).
Women Love Tech quotes William Easton, (VP) Managing Director of Facebook & Instagram ANZ as stating: “With [the] launch of IGTV, you’ll be able to watch your favourite global and Australian creators in long-form, vertical video for the first time ever.”
“We’ve created IGTV to showcase mobile video the way it should be—fully immersive and designed for how you hold your phone. We’re excited for this new chapter as our global community reaches 1 billion, and hope it brings our Australian community closer to the people and things you love.”
Some of the world’s most-followed accounts have already jumped on board including @kimkardashian and @virgilabloh.
Aussie favourite Pia Muehlenbeck(@piamuehlenbeck) has launched a series of episodes—so too has @sporteluxe and our very own @biancamaycheah.
Although there are no ads running through IGTV as of yet, this is obviously great real estate for promos—so expect it to be monetized in the near future.
Oh, and be sure to update your app so that the IGTV appears on your profile! (It’ll come up as a little TV-shaped icon just above stories)—and you can swipe across to view just as you would with stories. Alternatively, you can download the standalone IGTV app to get amongst it.