Instagram hits one billion user mark and promises long video feature

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Instagram has launched IGTV at an event in San Francisco featuring numerous Instagram creators.

Lele Pons, a YouTube sensation who also has amassed 25 million followers on Instagram, plans to launch a new cooking show on IGTV in hopes of increasing her audience and eventually generating more revenue. These tabs contain other recommended videos that are sorted in a number of different ways ('For You", "Following", "Popular', etc.) and you can swap between channels by touching any of the videos that you see on the screen.

Available both in Instagram's own mobile app and a new app of its own, IGTV lets users post longer vertical videos (10 minutes for everybody to start, 60 minutes for some selected creators) and has a mostly visual interface that's more about spending time with video from Instagram stars you like than randomly falling down rabbit holes of content. Instagram co-founder and chief executive Kevin Systrom said in a statement on the Instagram blog: "We've made it simple, too".

Instagram's YouTube era apparently starts now.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

As soon as you open IGTV, video will start playing in full-screen portrait mode-no need to click anything.

Instagram just effectively declared war on YouTube and Snapchat. 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 users can update the app in order to begin watching IGTV videos today. Heading on the app right now reveals a pretty limited selection of videos, with the only person I know on there being MKBHD, but that'll probably change as time goes on.

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IGTV will be available as part of Instagram's app and as a separate app, he said. As with any social platform, videos can be liked, shared, and commented.

There will be a new IGTV app as well as a button for the new feature next to the "Stories" section on the app.

It makes sense Instagram would court Brownlee.

Instagram becomes the fourth Facebook platform to hit the billion-user mark, including the namesake social network with more than two billion users, and the WhatsApp and Messenger services.

That is what's already happening on YouTube, which has become the world's most popular video outlet since Google bought it for $1.76 billion almost 12 years ago.

The title of her first IGTV post was "Instagram + IGTV Controls My Life for a Day!"

The vertically-oriented video platform certainly has the potential to chart a brand-new trajectory. Total spending on online video ads in the U.S.is expected to rise from almost $18 billion this year to $27 billion in 2021, according to eMarketer. In a press release, Instagram said this is because IGTV is "built for how you actually use your phone", unlike the more traditional horizontal format.

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