Instagram: Time to Tune in for Some IGTV

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Instagram, which was founded in 2010 as a photo-sharing app, has surpassed 1 billion users, Systrom said.

YouTube also faces increased competition from Facebook, which launched Instagram TV (IGTV) on Wednesday.

According to Systrom, the app will be rolling out to everyone in the next few weeks. The new platform will allow content creators to share their videos on the platform which can be as long as 1 hour.

IGTV is apparently being likened to television, hence the name, in that it will immediately start playing video as soon as it is opened whereas this is not the case in other, similar apps.

With IGTV, Instagram "begins a new chapter of video", perhaps one that Snapchat actually started quite some time ago. Last year, Instagram announced that users spend about a half hour per day or more on the platform. Though Instagram isn't running ads over its IGTV content yet, Gibby told AdExchanger the company will "be exploring and testing ways to help creators monetize after launch".

Trump gives Kim 'direct number' to reach him
"And that is the president of the United States is just outside the press room and it looks like he is en route to our location". Trump's initial response to North Korea's advancements in nuclear weapon and long-range missile tests was over the top.

Kevin Systrom, CEO and co-founder of Instagram, prepares for today's announcement about IGTV in San Francisco. Following a creator on Instagram gives you access to their channel. The selections are overlaid over the videos themselves, and once you've selected a video, you can tap the background to enter full-screen mode.

The changes stopped videos "unsuitable for all advertisers" from earning ad revenue, and were dubbed the "adpocalypse" by video-makers who saw their income fall.

Notably, the longer-form, vertical video service - which will work as a bolt-on feature to Instagram as well as having a standalone app of its own - is very important to parent company Facebook.

While Facebook has more overall users, its growth in monthly users has stalled to just 3.14 percent. Rather, it is clearly aimed at high-quality creators with huge followings-people like Kim Kardashian, who is already using IGTV actively. You'll be able to pop from regular Instagram to IGTV with the press of a button on the app's homescreen, and IGTV will retain a lot of the look and feel of traditional Instagram. And Instagram also plans to pull in celebrities to post their videos on the app, mainly to rapidly popularise the new platform.

It's the latest instance in which Instagram has ripped a page from a rival's playbook in an effort to preserve its status as a cool place for young people to share and view content. Facebook itself has tried to do the same thing and largely failed, but could Instagram fare better with IGTV and its existing crowd of Insta-celebs?

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