Hour long Instagram videos have launched and will make money for creators

Instagram have just launched a new platform which will feature long-form videos and will feature some of social media’s top “stars” connecting in new ways.

This week Instagram launched their new platform IGTV which takes the short and easily digestible content of it’s photo/video sharing parent and extends it into a YouTube threatening, long-form format. The new hub will allow it’s users to upload videos up to one hour long and will be home to famed social media personalities.

Users can choose between tuning on from the regular Instagram app or they can head to the standalone IGTV app. The videos will be displayed vertically which is a brave choice for a generation raised on widescreen, but Instagram are hoping their high profile names will appeal to new users. The two examples Instagram give in their release statement are a new project from LaurDIY or tuning in to see the latest comedy skit from King Bach.

Similar to Instagram, opening the IGTV app you will automatically be presented with your timeline of videos which will begin playing automatically. IGTV will also offer up other videos and creators based on your likes so that you can discover your new favourite video creator. The interface is built around discovery as well with the tabs you can choose from including: ‘For You’, ‘Following’, ‘Popular’, and ‘Continue Watching’.

Since launching the platform this week Instagram executive Jackson Williams has said that by the end of the year IGTV videos will be monetisable however did not speak on their exact plans for monetising videos. Williams said: “As for our larger vision down the road, this is just day one. We’re just trying to make sure it doesn’t crash.”

In their release statement Instagram co-founder and CEO, Kevin Systrom said: “Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love.”

Head of Social Media and Marketing, RouteNote

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