Watch the premiere of TVRev's Marketing Minute videos. TVRev host Annie Edwards and I discuss the opportunities and challenges facing IGTV, Instagram's just-launched long-form video app for content of up to an hour in length.Brands and influencers are excited about the potential for longer-form videos that can tell stories to Instagram's 1 billion users. But traditional Hollywood making content for IGTV? Don't count on it, because there's no way to monetize the pricey programming they might make for the new app, especially when so many other outlets are willing to pay.

Give our Marketing Minute a peek, and let us know what you think. And let us know what you think about IGTV. Is it a program you might use regularly for entertainment?

If you're a brand or an influencer, do you expect to be creating the kinds of content (vertical formats, 15 minutes or longer) that IGTV is seeking for the app?