Today, Instagram rolled IGTV, a long-form video app that will allow all users to share videos up to 10-minutes long. Instagram users with over 10K followers will have the opportunity to share videos up to 1-hour long. All content shared to IGTV will mimic the look and feel of Instagram Stories (Facebook’s fastest growing product) using the vertical, mobile-optimized format. While IGTV is immediately open to all users, Facebook is prioritizing content creators on the platform, just as they did with their launch of Facebook Watch. As of right now, there are no paid ad opportunities within IGTV, but Instagram will likely test monetization in the future. See below for immediate marketing implications and how we see IGTV impacting the larger social media landscape.