Instagram is rolling out a new hub for long-form vertical video. They announced the new feature at a press event on Wednesday.
Anyone will be able to post to IGTV, but Instagram users with 10,000 followers or more will be able to post videos up to an hour long. Users with fewer followers can post up to 10 minutes of video. Instagram video posts were previously capped at 60 seconds.
The hub, called IGTV, will live within the regular Instagram app. It will also get its own standalone app in the coming days. In addition to IGTV, CEO Kevin Systrom announced a company milestone: 1 billion monthly active users now use Instagram.
IGTV is reminiscent of Snapchat’s Discover page, which features stories from publishers and creators, and curated posts from its community.
“Advers will not be part of IGTV at launch, but we’ll be exploring and test ways to help creators monetize after launch,” a spokesperson told CNNMoney.