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Instagram today announces that it will soon be rolling out IGTV, a new app specifically designed for watching long-form, vertical videos from your favorite Instagram creators.

For example, you’ll be able to witness LaurDIY unveiling her latest project, or King Bach sharing his newest comedy skit, both in the standalone app and/or direct from the Instagram app.

IGTV is built for viewing on your phone, meaning videos are full screen and vertical. In addition, clips will not be limited to one minute like regular Instagram videos. Instead, they can run up to one hour.

Once you open the IGTV app, content from individuals that you follow will automatically begin playing. You can like, comment, and send videos directly to your friends, and also discover additional creatives based on your interests or popularity.

Unlike traditional television, IGTV channels are designated by creators, however, anyone can have their own channel. Simply upload videos in the app or on the web to start your platform.

IGTV will begin rolling out globally in the coming weeks for iOS and Android. For more on Instagram’s new venture, follow here.

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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In related news, Instagram no longer notifies people when you screenshot their Stories.

Not NYC, not LA.

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