Today, we have two big announcements to share. First, Instagram is
now a global community of one billion! Since our launch in 2010,
we’ve watched with amazement as the community has flourished and
grown. This is a major accomplishment — so from all of us at
Instagram, thank you!
Second, we’re announcing our most exciting feature to date: IGTV,
a new app for watching long-form, vertical video from your
favorite Instagram creators, like LaurDIY posting her newest
project or King Bach sharing his latest comedy skit. While there’s
a stand-alone IGTV app, you’ll also be able to watch from within
the Instagram app so the entire community of one billion can use
it from the very start.
Vertical video just seems weird to me, but I wouldn’t bet against IGTV. As Kevin Systrom succinctly explained on stage at the event introducing IGTV, teenagers consume video differently, and for many, the phone is their most important screen for watching video. Instagram has built up its own universe of celebrities. It feels like Instagram is to today’s teens what MTV was to my generation.