Where there’s smoke, there’s fire. For Instagram, that smoke recently came in the form of rumors about it launching a feature to host curated, long-form videos in its app. And well, there’s fire, alright. Today, at an event in San Francisco, Instagram is making its new video hub official. As expected, this is all about giving certain users the ability to upload videos that are longer than a minute (up to an hour), in a standalone app that will be called IGTV.
This move shouldn’t come as a surprise, considering that Instagram hasn’t been coy about its plans to become more than just a photo-sharing app. The company launched Stories and live broadcasts in 2016, which have since become two of its most popular features. It’s no surprise, then, that Instagram wants to expand its video efforts and use that as a tool to continue growing at a rapid pace. With more than 800 million users, the new hub will have no trouble appealing to creators who want to reach a massive audience, especially one driven by younger generations.