As TV viewing declines and we continue to consume content from what we carry around in our pockets, innovation within the TV viewing space is becoming a super competitive market. YouTube, Snapchat and even Facebook and Twitter are all platforms that have embraced the way we consume video and now Instagram is getting in on the game.

Instagram has announced “our most exciting feature to date” – IGTV, a new place for watching long-form, vertical video on your phone.

IGTV is its own standalone app but you can also access it from within the Instagram app (See Image) allowing creators to leverage Instagram’s huge global audience of 1 billion people.

IGTV is built for how users actually use their phones so all videos are vertical and full-screen. Videos can be up to an hour long and will start playing as soon as you open the app. Once inside the app, you’ll start seeing content from people you already follow on Instagram as well as others based on your interests. You can also swipe up to discover more content or toggle between ‘For You’, ‘Following’, ‘popular’ or ‘continue watching’. Users can also like, comment and share videos with friends directly.

Instagram co-founder, Kevin Systrom said on the Instagram blog.“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 evolved from being primarily a photo-sharing app to where it is today. From 2013, when video was first added, allowing users to share 15-second video clips to 60-second videos, vertical videos, stories and live video. Now Instagram is vying to be the next big broadcast platform for long-form creators.

To set up your channel just hit the setting wheel within the app and get creating!

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