Instagram announces IGTV, an entertainment hub with hour-long videos and social star content

After weeks of persistent rumors, Instagram officially announced a long-running video platform. The entertainment center, titled IGTV, will allow its users to download videos up to an hour long and feature content from some of the biggest stars in the social media industry.

IGTV will be available both on Instagram’s main app (which, according to a company blog post, now reaches over 1 billion accounts) and its own app. As with Snapchat’s Discover hub, IGTV videos will be vertical and split into multiple channels, which can be individually browsed or encountered through a handful of content discovery tools.

So what will viewers be able to find on IGTV? According to an introductory blog post, the answer to this question will involve some of the biggest names in online video. The mentioned post LaurDIY and King Bach as two of the creators who will launch shows on the new platform. At an Instagram event, a sensation on social networks Lele Pons revealed that she too will bring her talents (and some of her favorite recipes) to IGTV.

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But IGTV content will not only be created by the stars, and this is one of the ways it will differentiate itself from some of its main rivals. Anyone will be able to launch an IGTV channel, leaving the door open for a community of local creators on the app.

If you are eager to launch your own IGTV channel, you will just have to wait a bit. According to the Instagram blog post, the platform “will be rolled out worldwide in the coming weeks on Android and iOS.”

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