NATIONWIDE--Instagram announced it has piloted a mobile-first video sharing platform called IGTV.  

The app’s developers hope to serve mobile users. It displays videos in full screen and in vertical form. IGTV exists as a stand-alone app, but videos will stream within Instagram to reach its audience of one billion users.

Instagram says IGTV values simplicity, quality and mobile-first usage. Videos start playing as soon as the app is open and Instagram hopes to eliminate the overwhelming process of searching for valuable content. With the ease of a swipe, users can switch between “For You, “Following” and “Continue Watching,” and like, comment and direct message other users.

The platform is open to anyone who wants to create content or watch video. Video length requirements are 15 seconds to 10 minutes long, and larger verified accounts can be up to one hour.

Instagram plans to launch the app internationally in the next few weeks. It is available in the US to for Android and iOS users.