Say hello to the new feature of Instagram: The IGTV

Instagram announced one exciting feature: The IGTV. A new app for watching long-form, vertical video from your favorite Instagram creators. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start.

IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long.

They made it simple. 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.

Also, just like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel.

Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With users help, IGTV begins a new chapter of video on Instagram. The IGTV already hasn’t a day to launch.

You can learn more by visiting the Instagram Help Center.

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