A few days ago I downloaded the IGTV APP because I heard news about a new application linked to IG, so I decided to try it. It seems quite interesting, you can create your custom channel and have the popular videos on the home screen. I do not know if it really succeeds, but I imagine that it will be able to capture a certain type of audience, there are many videos already running and channels of anything, most of them last between 1-6 minutes.
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Yes, I am also observing it and seeing how this will perform. For active Instagram users definitely a great thing.