Instagram has entered the long-form video sharing market with the launch of its new standalone video application, IGTV. Designed for the vertical orientation in which users typically hold their phones, IGTV allows videos to be displayed in full-screen and can be up to an hour long, a significant departure from Instagram's previous 60-second video limit. This new platform also supports the upload of high-resolution 4K content.

While IGTV operates as a separate application, offering a dedicated experience for video content, it is also seamlessly integrated into the main Instagram app. Users can access IGTV directly from their Instagram feed, located in the top-right corner next to the Direct Message button. The app is primarily aimed at internet creators, providing them with a platform for longer, more immersive video content.

Setting up and using IGTV is designed to be straightforward for existing Instagram users. Individuals with an Instagram account can simply log in to the IGTV app or access it through the main Instagram application. Upon logging in, users gain immediate access to content created and posted by accounts they already follow on Instagram, displayed on their respective IGTV channels. The platform also offers discovery features such as "For You," "Following," "Popular," and "Continue Watching" to help users find new content based on their interests. Creating an individual channel is equally simple, requiring just a click of the 'create channel' button.

Emulating a traditional television experience, IGTV automatically begins playing recent videos from the channels a user follows upon opening the app. Like a standard video player, it provides controls for pausing, skipping to specific moments, and replaying videos.

Despite its innovative approach, early observations suggest several areas for improvement. A notable concern is the automatic playback feature, which, while convenient, can lead to significant data consumption as users lack the ability to select videos or disable autoplay, unlike platforms such as YouTube. Furthermore, there is no apparent option to save videos offline for later viewing, which could be beneficial for longer content. Another identified issue is that dropping comments on videos currently interrupts playback, as comments go out of view, indicating a need for a more seamless commenting experience.

From a creator's perspective, the long-term success of IGTV in competing with established video platforms like YouTube may hinge on Instagram's plans for monetization. For creators investing time into producing 60-minute videos, the absence of a clear return could limit adoption. Nevertheless, given Instagram's massive user base, estimated at around 1 billion, IGTV holds considerable potential to become a major player in the video-sharing landscape within the coming months, with expectations for diverse content including music videos and reality shows.