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While initially being pushed as a way for fans to consume videos from big-name content creators and celebrities, the IGTV hub will allow anyone to upload and share videos on the platform.

Mobile first: IGTV is built for how you actually use your phone: vertical and full screen. The company at an event in San Francisco announced that creators can now upload up to an hour long videos, which was previously limited to one minute. The app also shows videos tailor-made for your preferences and allows switching between "For You", "Following", "Popular", and "Continue Watching" sections. "IGTV is for watching long-from videos from your favorite creators". As with any social platform, videos can be liked, shared, and commented. IGTV will start rolling globally over the next few weeks on Android and iOS. Instead they can seek out the longer videos in IGTV, where they can run for up to an hour.

"With all of the cat videos, how do you find the creators you guys all love?" founder-CEO Kevin Systrom asked the crowd at the launch, according to Deadline. Smaller accounts will only be given 10-minute video limits, but Instagram did not specify the exact criteria for what qualifies an account for the longer video option.

Instagram, which had some 800 million users as of September, has been outpacing rival social networks such as Twitter and Snapchat and has been gaining younger users even as Facebook itself has seen declines in the youth segment.

Long-form vertical video! Here we are.

There also are no ads in IGTV, yet. "With Stories we're sharing so much of our life events, it would be great to share that on IGTV".