With IGTV, creators can posts vertical videos optimized for smartphone screens that are up to one hour long, providing a new and engaging platform for followers to connect to the accounts and brands they love

Instagram is entering into digital video with full force with the launch of its new app called IGTV, a stand-alone platform that supports vertical video. Even though the app can be downloaded separately from Instagram, it provides an integrated experience, automatically showing videos of those you already follow on the platform.

Users can also choose not to download the app and experience IGTV in its entirety from their Instagram account, uploading videos (with a one-hour limit) and watching other users' and influencers' long-form content.

Unlike Youtube, IGTV's content starts playing as soon as users open the app, much like scrolling through an Instagram search. By swiping up users can discover more, switching between “For You,” “Following,” “Popular” and “Continue Watching.” People can also like, comment and send videos to friends via Direct Message.

The platform is poised to be a seamless transition for content creators and brands alike, allowing them to take advantage of Instagram's one billion active users. IGTV brings a whole new world of opportunities for advertising on the social network as well as a variety of different ways for brands to engage and connect with audiences.

Instagram

Instagram is entering into digital video with full force with the launch of its new app called IGTV, a stand-alone platform that supports vertical video. Even though the app can be downloaded separately from Instagram, it provides an integrated experience, automatically showing videos of those you already follow on the platform.

Users can also choose not to download the app and experience IGTV in its entirety from their Instagram account, uploading videos (with a one-hour limit) and watching other users' and influencers' long-form content.