Larger content creators will also be able to upload videos as long as one hour.
"Everything is made for how you naturally hold your phone", CEO Kevin Systrom said onstage at the event, adding that Wednesday also marks the five-year anniversary of Instagram launching video for the first time. Still, with Instagram having just hit 1 billion active users, it has a big enough base that many, many people are likely to at least try it out.
When users open the app, IGTV starts playing immediately.
Instagram is taking on YouTube.More news: Tunisia need to discover goal touch to progress in World Cup
Instagram has long struggled with the one-minute video limit. What are your thoughts on the new video-sharing app, IGTV?
This feature is not a Periscope or Twitter-style tool for live, spontaneous video. "In a world of overwhelming choice, you want the best videos not all videos".
That trend appears to be one of the reasons that Facebook is "hedging its bets" by opening Instagram to the longer-form videos typically found on YouTube, said analyst Paul Verna of the research firm eMarketer.
On the Instagram Business blog, the company offered this IGTV pitch to brands: "Build stronger connections with potential customers as you showcase other dimensions of your business without being limited to one type of content, length or format". You will be able to do the standard social media things like commenting and liking videos, and you'll be able to quickly share them with your Instagram contacts as well.
From there, users can swipe up in the app to find more content and can select from a series of tabs, including "For You, ' 'Following, ' 'Popular" and 'Continue Watching'.More news: World Health Organization classifies compulsive playing of video games as a mental disorder
The Instagram app is loosening its restraints on video with a new channel that will attempt to lure younger viewers.
The launch comes amid a shift in video viewing habits away from traditional television to online platforms including Netflix and Hulu, and with more people watching both professional and user content on services like YouTube.
A whole platform built around vertical video and access to the most annoying of Instagram's Stars?
More importantly, 72 percent of US kids ranging from 13 to 17 years old use Instagram, second to YouTube at 85 percent, according to the Pew Research Center. Each of IGTV's channels will belong to a "creator", some of whom were present at the event-social media star Lele Pons, for example, gave a preview of her IGTV cooking show-but Instagram emphasized in its announcement that anyone can be a creator.More news: Live score and latest updates as Mo Salah starts