Instagram has introduced hour-long video uploads with IGTV, its new service for creators and users to help drive video use on the platform with more people. IGTV was pushed out to mobile devices as a standalone app but it can also be accessed through the main Instagram application, and although the interface looks exactly the same as the IGTV app when open it this way, it stays within Instagram so when you back out you'll be taken to your feed where you can continue browsing other content.
The big push with IGTV is that it's being positioned as "mobile-first" service and application the way people use their phones most often, meaning it was designed to be used in portrait mode and videos are meant to be shot with your phone in a vertical orientation, a stark difference from the way videos are generally meant to be enjoyed on YouTube. Videos are full screen so even though the videos are shot and uploaded in portrait, you'll get the full expanse of the screen instead of just a smaller box.
Video playback starts instantly when you open the app which is likely to feel beneficial to most users, and audio is silenced from the start which means you won't have to worry about opening things up and blasting anyone's ears around you if you forgot to turn the volume down. Content is also curated so what you see when you open the app will be content coming from creators you already follow on Instagram as you'll be asked if you want to sign in with the same account you use with the main app. Much like uploading a video to your Instagram story, you can also upload to IGTV so it isn't limited to just bigger creators and influencers, and much of the interaction looks and feels the same as on Instagram too with the ability to like, comment on and share videos with your followers. The app caters to everyone from standard users to businesses, and is already live on the Play Store for those who want to check it out.