Instagram is taking aim at YouTube, hoping to attract some of its users by expanding its video service. The expansion announced yesterday (June 20th) is called IGTV, and will increase Instagram’s video time limit from one minute to 10 minutes for most users. However, accounts that have large audiences will be able to have videos that are as long as an hour. Video will be able to be accessed through Instagram or via a new app called IGTV. Only vertical video will be on IGTV, designed to fill the entire screen of a smartphone. Instagram CEO Kevin Systrom told AP that he hopes IGTV becomes a place for creativity for unknowns who turn into internet sensations. Unlike YouTube, Instagram doesn’t currently allow video ads, but it won’t stay that way, with Systrom saying there will eventually be ads.