Instagram unveils new video service in challenge to YouTube
Instagram expands into long-form video in push for eyeballs
The expansion announced Wednesday, dubbed IGTV, will increase Instagram’s video time limit from one minute to 10 minutes for most users
Facebook’s Instagram service is loosening its restraints on video in an attempt to lure younger viewers away from YouTube when they’re looking for something to watch on their smartphones.
The expansion announced Wednesday, dubbed IGTV, will increase Instagram’s video time limit from one minute to 10 minutes for most users. Accounts with large audiences will be able to go as long as an hour.
Video will be available through Instagram or a new app called IGTV. The video will eventually give Facebook more opportunities to sell advertising.
When you log in to IGTV, it will automatically begin playing vertical videos from people you follow, along with personalized recommendations from elsewhere in Instagram. The app is now available oniOSandAndroid.
Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos on the mobile phone.
He noted that most video apps require you to search or browse through a directory — as opposed to television, where you simply turn it on and start watching. IGTV, on the other hand, will simply start playing video the moment you open it.
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Instagram doesn’t currently allow video ads, but Systrom said it eventually will. When the ads come, Instagram intends to share revenue with the videos’ creators — just as YouTube already does.
“We want to make sure they make a living because that is the only way it works in the long run,” Systrom said.
The initiative comes as parent company Facebook struggles to attract teens, while also dealing witha scandalthat exposed its leaky controls for protecting users’ personal information.