Instagram recently unveiled IGTV, a completely new feature. It’s the functionality you didn’t realize you needed… a television network (kinda).

Instagram is banking that the ever-increasing online video consumption will continue. While Instagram was built on photo sharing, it has evolved into an all-you-can-eat buffet for short, snappy films (we’re looking at you, Boomerang).

So, what exactly is IGTV?

To put it simply (depending on how you look at it), it’s Instagram, but with extremely long videos. In fact, IGTV videos can last up to 60 minutes. The aim is to use it as a platform for delivering more of the types of content that people want to see. The majority of that content consists of celebrity and influencer videos. The major objective, though, is to provide Facebook with a long-form video competitor to Youtube. Cool. But how is that any different from watching videos on YouTube?

The key difference is that video on IGTV is designed to be seen in portrait orientation. Yes, you heard me correctly. What was formerly considered a cardinal sin in videography is now fashionable and fashionable *damn millennials, you’re destroying landscape video*. Add any gypsy here

This is a nice feature because video playback that is optimized for native device orientation is likely to be more entertaining and convenient than rotating your screen.

That sounds promising. What is the best way for me to watch videos?

The new IGTV button in the top right corner of your Instagram app is undoubtedly something you’ve already noticed. IGTV (Instagram TV) is also free to download as a standalone app. Although there has been a strong push toward celebrity and influencer culture, you may also share your long-form videos with the world.

If all you want to do is glance in on others, though, watching is simple. Simply download the app, and if you already follow individuals on Instagram, you’ll be able to view their videos and they’ll be able to see yours.