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This is how it goes for a successful social media platform. You start with a simple, clean idea that resonates with people and earns you a passionate user base. As you grow, you look for new avenues to explore, different revenue streams to dip into. You add characters. Autoplay videos. Create face filters. All of it pushes you further into someone else’s territory where you battle it out for supremacy (RIP Vine).

Well, the next heavyweight battle is here, as Instagram has put YouTube in its crosshairs. Meet IGTV. IGTV allows creators to share videos up to one hour long, while other users can follow them and watch their new content. IGTV will be both a standalone app and a new feature within the standard Instagram app. Instagram is also making this all about using your phone, unlike YouTube, as IGTV shares full screen, vertical videos. You can read more by clicking on Instagram’s press release below. IGTV is scheduled to roll out over the next few weeks on Android and iOS.

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