Instagram launched a TV app called IGTV, designed for longer video formats. Unlike regular posts, IGTV allows users to upload videos up to 60 minutes long, catering to creators who want to share more in-depth content. The app emphasizes a vertical video format, aligning with how users naturally hold their phones. It aims to provide a platform for creators to engage with their audience in a more meaningful way. The app includes features like a dedicated channel for each creator, making it easier for followers to find content. Users can browse by category or discover new creators through curated recommendations. The experience is designed to be seamless, with Instagram integrating IGTV into its main app, allowing users to easily switch between their feed and longer video content. This move positions Instagram as a key player in the video-sharing space, competing directly with platforms like YouTube. To kick off IGTV, Instagram partnered with several high-profile creators and influencers to launch exclusive content. This strategy is meant to attract users and encourage them to explore the app. With a focus on community and engagement, IGTV reflects Instagram's ongoing commitment to evolving user interaction beyond just photos.