Instagram is where teenagers are flocking these days. The platform has already hit 1 Billion active users and the next step for the Facebook-owned network is to develop and nurture a YouTube alternative – Instagram TV. The IGTV is integrated within Instagram and will also work as a separate app. The new platform is creator-focused and allows users to upload up to 1-hour videos.

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

How well does IGTV Work?

The IGTV has a mobile-first interface (read: Vertical videos) but creators can upload content from their PCs as well. Based on what we are seeing right now, big creators are quite enthusiastic about the new platform and quite a few have hopped onboard already.

The IGTV has a ‘For You’ tab and other algorithms to help you access relevant content. The Search still needs to get better. Moving forward, we’d also need ways to access content on Bigger screens for this to be successful (that’s not on Instagram’s agenda, though).

The IGTV button in Instagram will push callouts to users to alert them of new content they’d be interested in.

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This isn’t the first time anyone is taking a shot at Google’s huge video streaming platform, and at this point, we can all agree that the task is easier said than done. Most of the YouTube alternatives we have seen so far are nowhere has complete.

The IGTV is quite well equipped to challenge YouTube, though. And the fact that they have a creator-centric approach should work in there favor. For now, IGTV isn’t running ads but they are part of the long-term plan. Instagram is currently looking into ways to monetize the platform and to share ad revenue with content creators.

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IGTV or Instagram TV Highlights

  • IGTV is a separate app that will also be accessible from a button inside Instagram home screen
  • The new platform allows creators to upload up to 1 Hour of videos
  • Creators can have their separate channels that users can subscribe to.
  • Instagram wants to keep the platform creator-focused and is working on ways to help them monetize.
  • Since this is a mobile-first app, the videos will be verticle.
  • For now, new channels and people with less followers won’t be able to upload content. These restrictions will be rolled back soon.


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