Instagram is reportedly just hours away from launching a new long-form video hub in a bid to take on YouTube.
New editing tools expected to boost video upload limit from 60 seconds to an hour. At the moment, Instagram users can only upload videos that are a maximum of 60 seconds long, but the tech site says IGTV will increase that limit to up to 60 minutes.
The social network is aiming to attract internet celebrities, rather than media companies, with the new feature, The Verge reports. Instagram is also believed to be “courting individuals to start producing content”, the news site adds.
If the rumors are true, IGTV will pose a greater threat to YouTube than to video messaging app Snapchat, which features more content from “traditional outlets” such as MTV and Vice. Instagram has reportedly been in talks with content creators about making longer videos as it fights for younger audiences.
IGTV users will be able to link to existing posts and websites through the video feature, which could help social influencers drive traffic towards their online stores, says Engadget.
There may also be a financial incentive with a “monetization” option, the website adds. Some YouTubers make a living on that platform through advertising revenue. The image-sharing platform is well-placed to earn a lot of money from advertising if takes a leaf out of YouTube’s book.
If the new video features were to prove popular, Instagram might launch a dedicated IGTV app, according to TechCrunch. This follows other recent changes by Instagram and owner Facebook.
IGTV is expected to be launched today during an Instagram press conference scheduled to take place at 9am PST.