Instagram has announced the launch of its new IGTV long-form video feature and app. While there is a stand-alone IGTV app, users are also able to watch IGTV from within the Instagram app. 

IGTV is built specifically for the phone, 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. Just like turning on a TV, IGTV starts playing as soon as the user opens the app. Users can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” Users can also like, comment and send videos to friends in Direct.

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