Instagram said on July that it now has more than 1 billion active users, as it has revealed a new long-format video feature in an attempt to attract “Creators” like those on YouTube. It becomes the fourth platform of Facebook to reach the brand of billions of users, including the social network of the same name with more than 2 billion users, and messaging applications WhatsApp and Messenger. Instagram, who had about 800 million users since September, surpassed rival social networks like Twitter and Snapchat and was gaining younger users, although Facebook has seen declines in the youth segment.
The executive Director of Instagram, Kevin Systrom, announced the milestone in revealing the new video application known as IGTV. “We now have a community of 1 billion users,” Systrom said to the event in San Francisco. “Since our launch in 2010, we have looked in amazement at how the community has flourished and grown. “As Facebook has moved deeper into the video, Instagram will become a direct competitor to YouTube with IGTV.
IGTV will allow any user to upload long-form videos and also include “video channels ” “creators “, similar to a Google-owned format used by YouTube that led to a series of “stars ” from YouTube. “Anyone can be a creator-you can upload your own IGTV videos to app or Web to start your own channel ” Systrom said.
Built for Smartphones
Systrom said IGTV is built to be used on a smartphone, and increases the time for videos from the previous limit of one minute. “The way we’re watching the video is changing,” Systrom told the event. He added that IGTV is “Built for the way they actually use the phone, so the videos are full screen and vertical “. The launch comes amid a change in video viewing habits away from traditional television to online platforms, including Netflix and Hulu, and with more people watching both professional content and users on services like YouTube .
According to the research company e-marketer, 181.7 million Americans will see video content on their smartphones at least once a month this year, 6.1 percent for over a year. Product Manager Ashley Yuki said the event that IGTV “is a platform open from the first day, so that everyone can become a creator “. For deploying IOS and Android applications, IGTV will allow any user to upload video up to 10 minutes long, with the limit for larger accounts at one hour. Systrom described the new app as “a separate space, a space dedicated to enjoy video without being distracted “.
Facebook acquired Instagram in April 2012 for a combination of cash and shares worth about $1 billion at the time. Since then he has become a strong growth engineer for Facebook in terms of users and ad revenue. While Facebook does not offer any detailed revenue breakdown, e-marketer estimates that Instagram will generate $5.48 billion in net revenues from US ads this year, 70.4 percent compared to last year and counting for more than a quarter some of Net revenues of Facebook Mobile ads. Facebook is also increasing its video offerings with original shows and this week announced new formats, including interactive game programs, questionnaires and polls.
