Instagram is a photo and video sharing app.
Photo via Pixabay user TeroVesalainen

After reaching 1 billion users, Instagram recently decided to adopt a new way of watching. IGTV will allow Instagram’s users to post and watch hour-long videos.

Read More: Instagram users might soon be allowed to post hour-long videos

IGTV is an app that users must download separately from Instagram on iOS and Android. However, it is accessible from the regular Instagram app. Like a combination of Instagram and YouTube, the photo sharing site’s newest addition will allow users to follow people and watch their full-length videos of up to one hour.

From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. 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 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. IGTV will be rolling out globally over the next few weeks on iOS and Android.

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 Instagram’s latest idea allows videos to be viewed vertically in full-screen mode. People can also comment on IGTV videos and share them with friends.

The best part about this new app is that anyone can use it. Just like Instagram, IGTV will not have specified “content creators” and encourages engagement among all users.

Taking inspiration from Snapchat’s Discover section, the app is meant for users to grow their network into large followings. The app also features an option to share IGTV videos on Facebook Watch, another TV-like service provided by IG’s parent-site.

Instagram CEO Kevin Systrom says that the company has no immediate plans to pay creators with large followings yet, but hopes in the future that the idea of advertising and paying users will become a reality.

The new installment is said to make fame on the app become easier to achieve than ever. Systrom believes that the idea will take off because people are used to following others that they don’t personally know on Instagram, as opposed to other platforms such as Facebook.