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At an event today in San Francisco, Instagram has launched its new feature and app that aims to compete with YouTube (as it seems), in front of many Instagram creators.

Image: Instagram

IGTV, according to Instagram, is different in some ways, such as it’s built for how we actually use our phones, so videos there would be in vertical orientation and in full-screen (now I guess we have another reason to accept vertical / portrait videos). Aside from that, videos on IGTV are now limited for up to an hour, compared to Instagram’s one minute limit.

While there’s a stand-alone app for IGTV, Instagram users who don’t want to install a separate app can still enjoy videos from IGTV into the default Instagram app, so that the one billion users of Instagram can use it from the very start.

Here’s how it works: Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests.

Image: Instagram

You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct.

In IGTV, the creators are the channels. When you follow someone on Instagram who use IGTV, their IGTV channel will show up for you to watch.

Image: Instagram

Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel, just like on YouTube.

IGTV will be rolling out globally over the next few weeks on Android and iOS. You can learn more about it by visiting the Instagram Help Center.