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Brands, celebrities and publishers are getting weird on Instagram TV.

Netflix, for instance, filmed "Riverdale" star Cole Sprouse seductively eating a cheeseburgerfor an hour, no lessand judging from the one million views and 6,500-plus comments, plenty of people enjoyed it.

Brands and publishers are among the first to use IGTV, the new long-form video platform that lives inside Instagram and has its own standalone app. Instead of the minute-limit in the main Instagram feed, IGTV videos can last for up to an hour for select accounts, while a 10-minute limit prevails on others.

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