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Another social media platform is diving deeper into the world of video. Instagram revealed its latest feature, IGTV, Wednesday, an app for watching long-form vertical video from Instagram creators.

IGTV will have its own app, but will also be accessible from within the Instagram app. All videos will be full screen and vertical, and can be up to an hour long. Each creator will have their own channel, and anyone using the app can become a creator. Bringing in the long-form video aspect seems to be a way to compete with YouTube, but can it?

According to some, YouTube is far from invincible if another platform shows greater opportunities to advertisers and content creators. “Marketers see YouTube as an obvious opportunity. But they’re also growing increasingly weary of brand reputation across the platform,” MediaRadar CEO/co-founder Todd Krizelman said, noting that across a sample of 70 top YouTube channels, ad spend has been flat in 2018 (+0.2% YTD).

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