Instagram has announced the launch of a brand new, long-form video format called Instagram TV (IGTV).

Before IGTV, the only way for people to post longer content on Instagram was to go live, with live content disappearing after 24 hours. CEO Kevin Systrom discussed his desire for Instagram users to be able to “enjoy video without all the distraction,” resulting in the birth of IGTV.

IGTV is available on both its own app and the Instagram page.

Pros:

1. It’s built for how you actually use your phone, so videos are full screen and vertical. After years of flipping your screen for Youtube this takes a little getting used to, but it certainly makes sense from a user experience point of view.

2. It’s simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app.

3. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. Instagram CEO Kevin Systrom said the app was designed to make it easier to find and watch videos. IGTV aims to offer you a TV style experience, where you simply turn on and start watching, as opposed to most video apps that require you to search or browse through a directory.

4. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct.

5. The dedicated app’s experience goes seamless, since as soon as you enter a video instantly starts playing, similar to how one would turn on a TV.

6. Unlike many Video platforms, IGTV offers a completely ad-free beginning to all videos. No more waiting 5 seconds to skip that ad!

Cons:

1. Whilst videos aren’t limited to one minute, only influencers with over 10K followers can upload videos up to an hour long. Anyone with a smaller fan base will be restricted to under 10 min content uploads. However, as time goes by, IGTV are aiming to suppress all time limitations for everyone.

2. For creators the ad free zone is a definite con. There is currently no method in place to monetize IGTV—through in-video ads, or through payment of content creators, so influencers will still need the steady income from YouTube to maintain their income.

3. IGTV’s never-ending  available stream of content may seem like pure joy, but  getting out of the IGTV scroll hole opens up a whole new level of procrastination!

Download IGTV on Android or iOS devices today to enjoy the newest content platform on the market.