This is one of those stories that was so thoroughly leaked in advance, few of the details are surprising. But Instagram has signified its intention to become a home for longer-form videos, upping its limits on individual uploads to an hour in length rather than a minute.
As part of this, there’s a new section of the Instagram app called IGTV – TechCrunch reports it will also be a standalone app – to house long-form videos from influencers and (potentially) media brands. Cue launchspeak:
“We are re-envisioning mobile video with a new standalone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand,” announced Instagram.
For now, there are no advertisements within IGTV, but that’s clearly something that will change as it grows. Start working on those long-form vertical-video formats, labels… In related news, Instagram hit a widely-predicted milestone yesterday: one billion monthly active users, up from 800 million in September 2017.