Instagram launches IGTV with videos up to one hour long

Media playback is unsupported on your device                  Media caption Instagram released this video to promote IGTV

The update comes as Instagram, which Facebook bought in 2012 for $1 billion - is looking to compete with fellow video platform YouTube for young users.

IGTV will enable any user to upload longform videos and will also include "channels" from video "creators", similar to a format employed by Google-owned YouTube which has given rise to a number of YouTube "stars".

Instagram says that IGTV is rolling out over the next few weeks.

All Instagram users will be able to post on IGTV vertical videos up to 10 minutes long - with only users with 10,000 or more followers able to take advantage of the 60-minute length.

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Simple and intuitive: It starts playing as soon as you open the app.

If you are a fan of watching vertical video, then Instagram has just announced a new way to consume plenty of it.

Viewers are able to like, comment on, and share videos as they watch.

There was the time Instagram controversially switched its logo, the algorithm change that affected who saw our posts and don't even get us started on the threat that our profiles were being changed to a 4×4 photo grid.

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Instagram's IGTV is ultimately going to be a direct competitor to YouTube, but the company is also targeting Snapchat's Discover.

Moments after hearing the news, some of my colleagues opened Instagram on their mobile phones and found that the in-app IGTV feature was already added. Creators will have their own dedicated channels, too. As you follow a creator on Instagram, their IGTV channel will show up and be available to start watching. There is one big twist though - the videos are vertical only. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour. It will also show personalized recommendations from other Instagram users. Here, the channels refer to the creators themselves. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. We hope it brings you closer to the people and things you love. The aim is to make it so you don't have to search for content. For more on Instagram's new venture, follow here.

Instagram also announced it was launching a hub for creators to upload long-form videos and make money from ads.

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