Instagram TV launched to rival YouTube but they won’t be paying creators Just Yet


Instagram yesterday launched its service IGTV which is aimed at rivalling YouTube. IGTV is basically Instagram allowing users to upload videos up to one hour in length, up from the previous one-minute limit.

People will be able to upload vertical videos through Instagram’s app or the web. Everyone except smaller and new accounts will be able to upload hour-long videos immediately, with that option expanding to everyone eventually.

The new longer-form videos from content creators and users will also get callouts from the IGTV button alerting them to new content. By default, if you have an Instagram account, you have an account with IGTV and you can be a creator if you want to. It’s not only restricted to celebrities or anyone but all.

Instagram added an icon on the already existing app at the top right corner but have also gone ahead to create a focused app for IGTV which is available globally on iOS and Android.

While on IGTV, viewers will be able to swipe through a variety of longer-form videos, or swipe up to visit a Browse tab of personally recommended videos, popular videos, creators they’re following and the option to continue watching previously started videos.

Because it is rivalled with YouTube, many wondered whether IGTV will pay creators like YouTube does and it’s NO! For now.

During its launch, Instagram didn’t address the most important element of calling creators to showcase their work on IGTV which is them ‘making a buck’. However, according to the Recode after Tuesday’s presentation, Instagram CEO Kevin Systrom noted that;

“We are committed to helping [creators] build their careers and make a living doing this work,” a spokesperson told. “After launch, we’ll be exploring and testing ways to help creators monetize.”

While this important aspect is in the Pipeline, IGTV is ready(has been ready) to be used by creators and let’s see how it performs on the market.

Credits: TechCrunch, Recode