You're about to see a new button on your Instagram, and here's what it does

The company launched some new features today that you're going to want to know about.

By Emma Baty

Instagram just got even more video friendly. Today, the company announced a new app called IGTV that will feature full-screen, hour-long videos created by some of your favourite publishers and celebrities.

You can access IGTV two ways. There's a button in the top right part of the Instagram app, next to the DM paper airplane, or you can download the app separately. Once you're viewing it (in either form) you'll be able to watch videos that are up to an hour. You can upload your own videos there, too. There's four different categories for the videos: For You, Following, Popular, and Continue Watching.

IGTV starts playing as soon as you open it, so you don't even have to search to find content. It's already there for you. There are also channels, and celebrities themselves can be channels. Kim Kardashian and Selena Gomez are two examples.

"In IGTV, the creators are the channels," Instagram co-founder and CEO Kevin Systrom said via a press release. "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."