TechCrunch has learned that the Instagram longer-form video hub that’s launching tomorrow is called IGTV and it will be part of the Explore tab, according to multiple sources. Instagram has spent the week meeting with online content creators to encourage them to prepare videos closer to 10-minute YouTube vlogs than the 1-minute maximum videos the app allows today. Instagram is focusing its efforts around web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed. The idea is to let these creators, who have a knack for this style of content and who already have sizeable Instagram audiences, set the norms for what IGTV is about. Instagram declined to comment on the name IGTV and the video hub’s home in app’s Explore tab. We’ll get more information at the feature’s launch event in San Francisco tomorrow at 9am Pacific. Instagram plans to launch Snapchat Discover-style video hub Following the WSJ’s initial report that Instagram was working on allowing longer videos, TechCrunch learned much more from sources about the company’s plan to build an aggregated destination for watching this content akin to Snapchat Discover. The videos will be full-screen, vertically oriented, and can have a resolution up to 4K. Users will be greeted with collection of Popular recent videos, and the option to Continue Watching clips they didn’t finish. The videos aren’t meant to compete with Netflix Originals or HBO-quality content. Instead, they’ll be the kind of things you might see on YouTube rather than the short, off-the-cuff social media clips Instagram has hosted to date. Videos will offer a link-out option so creators can drive traffic to their other social presences, websites, or ecommerce stores. Instagram is planning to offer direct monetization, potentially including advertising revenue shares, but hasn’t finalized how that will work. We reported that the tentative launch date for the feature was June 20th
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