Instagram wants to stay in step with YouTube, with the announcement of IGTV, along with some interesting programing.

One Hour Video

Instagram is setting its sights on the multi-media gambit and leading with the news that users can now upload up to one hour in length of video.

Home to the new hour-long content is IGTV, found conveniently on a button inside the Instagram homescreen and, of course, as its own standalone app showcasing the crème of the Instagram crop.

Anyone can upload if they're an existing active user, although the new feature is being rolled out to everyone in the near future.

The app wrap

Users opting for the app experience will be able to swipe through a multitude of longer video forms, or swipe up and browse recommended videos, follow creator favourites, and check new content alerts.

At the moment the service is ad-free, but remains “obviously a very reasonable place for them to end up,” according to CEO Kevin Systrom.

Are you surprised at the new push into “programming”? Do you think that users will respond well to hour-long created content? Let us know in our comments.