Yesterday morning, Instagram announced and launched IGTV, a new platform for long-form video content that can last up to an hour.

Along with the announcement that the social media platform owned by Facebook had reached one billion users worldwide, Instagram announced: “our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY posting her newest project or King Bach sharing his latest comedy skit.”

Among the many interesting implications of this new platform, we can expect to see an increase in the amount of vertical video content being created. IGTV will also play an interesting role for influencers who have predominantly shared their content on YouTube thus far.

IGTV will be available both as a feature within the Instagram app, and as a standalone app. Many digital influencers will now have a new platform to experiment with, even though the future success of IGTV is still unclear.