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Instagram officially launches longform video hub, IGTV

Platform is expected to focus on content around 10 minutes long

Instagram has officially launched its new video hub, IGTV.

The social platform says the new launch is aimed at content of around 10 minutes, rather than 30-60 minutes.

It is expected to include some scripted shows, as well as music videos.

“With all of the cat videos, how do you find the creators you guys all love?” founder-CEO Kevin Systrom asked the crowd at the launch event. “In a world of overwhelming choice, you want the best videos, not all videos.”

The full-screen videos will have vertical orientation and be capable of 4K resolution. The hub will offer users the ability to build a list of favourites and continue to watch videos after pausing.