Instagram introduces a new standalone app called IGTV for longer and vertical videos, yesterday at an event. Now Instagram is ready to compete with youtube as it allows users to make videos up to one hour in length from the previous one-minute limit videos. For that, an IGTV button is present at insta home screen.

It let you create video blogging channels as well as shows vertical video content from other celebrities or show highly recommended videos. Instagram CEO Kevin Systrom said that the idea behind this new feature is to make it easier for people to watch videos on mobile phone. He also said that most of the apps require browsing or searching, on the other hand, Instagram IGTV will start the video at the very moment when you selected them.

Instagram CEO Kevin Systrom said onstage at the event.“It’s time for video to move forward, and evolve, IGTV is for watching long-from videos from your favorite creators.”

As for the IGTV, it allows users to directly upload a video on Instagram making it quicker and accessible for people to watch and the best part of this new feature it doesn’t have any ads initially so you won’t be distracted or baffle with ads for now. Systrom said he will discuss a revenue-generating deal with partners eventually.

Systrom said, “We made it a dedicated app so you can tap on it and enjoy video without all the distraction,”

Instagram direct messaging, 24-hour story was primarily made to develop a communication network between users. Now the video channel feature also enables people to connect towards their common interest level that will eventually strengthen interests and relationships.

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“When you watch longer video, you need a different context, We really wanted to separate those two so you could choose which adventure you wanted to go down,” Systrom said.

The Instagram purpose is to give a direct competition to Youtube, which is considered as the sole source of searching and making videos. Therefore, Facebook, Instagram, Snapchat all are finding ways to cut viewership of their rivalry medium. Instagram takes a leap ahead in this regard by making a standalone app for longer videos.

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