Instagram is taking a second whack at long-form video, as competition with two video-centric rivals, YouTube and TikTok, intensifies.
On Tuesday, Instagram announced a new standalone app called Instagram TV, which includes videos and livestreams from creators. The app is a do-over of its bold attempt, launched in 2018, to take on YouTube with a new long-form video feature and standalone app called IGTV. Despite enlisting celebrities like Kim Kardashian to make IGTV videos, that app didn’t become a YouTube killer. Nor did it stop the explosion in popularity of TikTok over that same period.
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