Instagram has just launched IGTV – the company's attempt at creating a YouTube-like, video-centric platform. Up until now, video uploads were limited to just one minute on Instagram, but IGTV extends that limit to an hour.
The new video channels will be accessible directly from a button within the Instagram app when the update rolls out over the next days, but the company has also launched a stand-alone IGTV app for Android and iOS that you can download right now if you want to see what early adopters are already posting.
This may be an attempt on Instagram's part to steel a bit of YouTube's thunder, in that it enables users to upload longer and more involved video content, but just like the main app, IGTV is obviously a mobile-first effort.
Upon launching the app, videos will begin playing automatically and, as you'll quickly notice, all of them are shot in portrait orientation, so you don't have to rotate your phone to watch them in full screen.
According to Mashable
, a number of celebrity influencers, including Selena Gomez, Kim Kardashian, and Kevin Hart, have been signed up as partners for IGTV and have already started creating content for the platform.