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Instagram has officially hit 1 billion users and they’ve launched a new program to celebrate. If you’ve updated your app lately you may have noticed the platform’s newest addition: IGTV. While the feature does a great job of notifying you each time there is a new upload, Instagram hasn’t done much to describe what the feature actually does. Don’t panic, we’ve done the research on IGTV so that you don’t have to.

So what is it?

IGTV is a video sharing platform that is seemingly a cross between Instagram Stories and YouTube. Unlike stories, the videos on IGTV will stay up longer than 24 hours. The feature is built into Instagram’s home page and is also available as a separate app. Instagram suggests videos you might like based off who you follow and also includes an explore page giving you the option to discover new creators.

Who can upload?

While the majority of videos, as of yet, are branded content from the likes of Selena Gomez, Kim Kardashian and Jiff Pom, IGTV allows all Instagram users to create and upload videos as they choose. Accounts with a larger following are able to upload up to an hour of video, while smaller accounts are able to upload up to ten minutes.

What’s to come?

Instagram CEO Kevin Systrom announced at a press conference that while there are not advertisements on the app currently, it is something that users can expect to see in the future. Systrom revealed that “There will be a way for creators to make a living.” Watch out YouTube, IGTV just might be the answer that YouTubers have been looking for!

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