Instagram monthly active users reaches 1 billion for the first time

Gerardo Harmon
June 21, 2018

Facebook today announced the launch of IGTV, a standalone video app for Instagram users.

The Instagram application is seen on a phone screen August 3, 2017.

IGTV channels are tied to your main Instagram account, so you don't need to make a new account or separate handle.

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The site reports that while videos of up to one hour will be allowed, the company is encouraging a target of ten minutes, with celebrities and other established content creators leading the way. IGTV content will also be available in the Instagram app. IGTV videos will be able to go beyond the 60-second limit placed on videos uploaded on Instagram today. It has slowly added various kinds of advertising.

IGTV's programming format will consist exclusively of vertical video created to fill the entire screen of smartphones - the devices that are emerging as the main way younger people watch video. Instagram's pitch here is that watching video content on mobile devices is clunky (*cough* YouTube *cough*) and a platform dedicated to long-form, vertical videos will make things a lot more intuitive.

Instagram also shares how businesses, creators, and more can "leverage" the new platform, reiterating its massive user base.

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Like YouTube, Instagram also has a large community of influential users with very big followings.

IGTV also has channels, just like a TV, but the channels are the creators themselves.

Instagram has said it now has more than one billion active users, less than a year after it reported reaching the 800 million mark.

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According to Systrom, Instagram will not be monetizing IGTV with ads in the immediate future, although that could potentially change down the line.

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