Instagram to allow users to post hour-long videos

We'll now be able to post hour-long clips onto Instagram.

A new feature lets user upload full screen, 60 minutes videos.

Before, Instagram's maximum limit for videos was 1 minute.

The tool called IGTV will be available as part of Instagram's app and as a separate app.

A post shared by Instagram (@instagram) on Jun 20, 2018 at 11:10am PDT

Popular celebrities such as Kim Kardashian and Selena Gomez already have their own channels but anyone can start a channel.

Instagram co-founder and CEO Kevin Systrom said:

"When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel."

It's believed IGTV will intensify competition among ad-supported streaming services such as YouTube.

We’re with Kim Kardashian West (@kimkardashian) at a @kkwbeauty pop-up in Los Angeles. Check out three of her top beauty tips on IGTV now. IGTV is a new app and a new space within Instagram for watching long-form, vertical video from your favorite Instagram creators. To watch IGTV, update your app now, then look for the new icon in the top right corner of feed. Check out our channel to see more.

A post shared by Instagram (@instagram) on Jun 20, 2018 at 4:00pm PDT