A head-on competition for YouTube, long-form video app IGTV is here.

Last Wednesday, IGTV was officially launched by Instagram though launching ceremony in San Francisco. Facebook-owned social network Instagram announced it will allow users now to upload long-form video up to 60 minutes in length; the popular picture and video-based social platform had a policy of limiting video length up to 60 seconds until the birth of IGTV. This move forward may bring more people and social media users into the fold as they will be able to explore a lot further online and create content that could connect them with a new audience. If this brings in higher traffic, then potential users may want to check out helpful resources like a username generator as well as other social media services that can support them when they get online.

IGTV will be available on the homescreen of Instagram as a button, as well as a standalone app. IGTV will allow users to upload 4K videos in vertical form.

Recently reaching the milestone of 1 billion users, Instagram is trying to move forward with bigger strides. “We’ve come a really long way in just eight years, and it’s thanks to this incredible community … that we’ve been able to launch IGTV,” said Instagram CEO Kevin Systrom onstage at the event. “It’s time for video to move forward, and evolve. IGTV is for watching long-from videos from your favorite creators.”

IGTV will also let creators develop Instagram Channels full of their different videos that people can subscribe to. Creators will be able to put links in the description of their videos to drive traffic elsewhere.

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It’s a move that brings Instagram into direct competition with YouTube, as well as Snapchat’s Discover section, as it attempts to persuade high-profile influencers – and ordinary users – to make the jump for their web-video needs.