Instagram is taking on TV and YouTube with a new property called IGTV, where videos can run up to an hour long.

Instagram held an event in San Francisco, California, to unveil the new standalone app.

Curated: IGTV is focused on the creators you love most and already follow on Instagram.

Famed Pomeranian Jiffpom can now share videos up to an hour long on IGTV. Users also will have the privilege of receiving notifications from creators they are interested in. IGTV users can like, comment and send videos to friends in Direct. Creators on IGTV can develop Instagram Channels for different videos that viewers can subscribe to.

While there's a stand-alone IGTV app, consumers will also be able to watch from within the Instagram app. IGTV is built in a way where videos are full screen and vertical and unlike on Instagram, videos aren't limited to one minute.

"Longer vertical video on Instagram makes it even easier to get closer to your audience and be discovered by new people."

This new app is set to take YouTube heads-on.

Facebook, the company, wants to keep giving people reasons to use its properties while finding more ways to serve advertisers. The user can swipe up to explore a range of long-form videos from tabs like, "For You", "Following", and "Popular".

There also are no ads in IGTV, yet.

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