Instagram\u2019s YouTube era apparently starts now. Today it officially announced IGTV, a new home for up to hour-long videos that will live on Instagram\u2019s explore page and in a separate, standalone app.<\/b>
\nInstagram\u2019s YouTube era apparently starts now. Today it officially announced IGTV, a new home for up to hour-long videos that will live on Instagram\u2019s explore page and in a separate, standalone app.
Instagram boasts that IGTV will feature videos from creators like Lele Pons, former Vine star King Bach, and Fortnite streamer Ninja, but like YouTube, it\u2019ll also allow for anyone to post videos. The Facebook-owned service says \u201cIGTV will be rolling out globally over the next few weeks on Android and iOS.\u201d
Speaking on stage today at the service\u2019s launch event, Instagram cofounder Kevin Systrom reminisced about the good days\u2014when Instagram wasn\u2019t so damn complicated. \u201cIt started with square photos and videos\u2014those were the good old days right guys,\u201d said Systrom. \u201cSince then video has exploded, we\u2019ve continued to build video experiences, and in 2016 we launched stories… which brings us to IGTV.\u201d
This shift for Instagram is an attempt to directly compete with YouTube. The Wall Street Journal reported on the news earlier in the month by pointing out that Instagram was exploring how long videos should work on the platform with a particular focus on vertical videos. TechCrunch then followed up on that story, reporting that Instagram was seeking out specific YouTube creators who might be interested in the platform.
The last nine months haven\u2019t been particularly great for YouTube\u2014from child exploitation videos, Logan Paul, and ever looming concerns over monetization. Facebook, still reeling from the fallout of the Cambridge Analytica scandal, likely would not enjoy reliving YouTube\u2019s nightmare, so it will be interesting to see how IGTV addresses many of the same issues that have sparked on YouTube over the years, since apparently that\u2019s the kind of content, and the sort of creators, it\u2019s trying to court.<\/p>\n

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