When Instagram announced IGTV, its standalone app for long-form vertical video, the comparisons to YouTube were inevitable. YouTube is the go-to platform for video content, from young web users to creators alike; services like Vimeo or even Twitch can’t match its sheer size or popularity. But Instagram — a company with a proven habit of eating its competition — is already proving itself to be a savvy competitor by going after internet celebrities.

When Instagram announced IGTV, its standalone app for long-form vertical video, the comparisons to YouTube were inevitable. YouTube is the go-to platform for video content, from young web users to creators alike; services like Vimeo or even Twitch can’t match its sheer size or popularity. But Instagram — a company with a proven habit of eating its competition — is already proving itself to be a savvy competitor by going after internet celebrities.