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.
