Finally, Instagram is admitting that IGTV, its initial major video push, was a failure.
Today, the business is dropping the IGTV-only video format and renaming the service “Instagram TV.” You no longer need to exit the main app to watch videos uploaded to the main Instagram feed; they can now be up to 60 minutes long, a duration previously reserved for IGTV videos.
The Instagram TV app, formerly known as IGTV, will continue to be a “place for individuals to visit with the aim of watching the video,” according to a spokesman for Instagram.
When IGTV debuted in June 2018, its main goal was to replace YouTube on mobile devices by providing a place where users could find and view longer videos. However, the extended format was never popular. An app called TikTok then made its US debut two months later.
Since then, Instagram has redirected its video efforts to compete with TikTok with its brief video format Reels. Reels were introduced in August 2020, and
since then, Instagram has actively pushed them forward by giving them a prominent location in the app’s navigation, starting to charge for advertisements, and cross-posting them to Facebook’s News Feed.
Reels still has one significant flaw, though: unlike YouTube and TikTok, it doesn’t provide a reliable means of payment for producers. By the end of 2022,
Facebook intends to give $1 billion to creators. Some of that money has gone to Reels creators, but there isn’t a specific method for paying video creators, which is always a fantastic way to entice people to use your platform to create content.
Highlights:
- Instagram will be rebranding IGTV as ‘Instagram TV’.
- The new Video tab on the app will help users discover new content on the platform more easily.
- The videos, both longer and shorter, will be found on users’ profiles in a new “Video” tab.
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Instagram, a platform for sharing photos and videos, has changed its name to IGTV and is now integrating IGTV videos and video feeds under one tab called
Instagram TV. Up to 60 minutes of video can now be watched and uploaded on Instagram’s main app. According to Instagram, the new video format will make
it simpler for users to find new video content. Instagram says that users can tap anywhere on a video to make it fullscreen while they are watching it on the platform. Users can scroll further to see fresh video material from creators who may be of interest to them.
By selecting Post from the drop-down menu after clicking the Plus sign on the top right corner of the Instagram home page, users will still be able to upload videos taken with their cameras. They will also be able to add filters, cut videos, and add geographic information.
“This merged video format will reside in the new Video tab, making it simpler for users to discover content from their favorite creators. We’re combining feed
post insights and video insights into one unified statistic for businesses and creators to make it simpler to assess how videos are performing, Instagram highlighted in a blog post.
IGTV videos, once an exclusive video format featuring lengthier videos reserved for the platform, were first offered by Instagram in 2018. Users may now
access the videos directly from the main app, and Instagram feed videos can now last up to 60 minutes.
In the meantime, Instagram has begun to make it possible to upload images and videos straight from a desktop browser. Users can now edit images and apply effects on Instagram’s desktop platform, just like they do on mobile.
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Instagram Ditches the IGTV brand
To prevent TikTok from expanding and further eroding its user base, the company decided to switch from the IGTV format to a more integrated video
experience. But taking on TikTok might involve altering Instagram’s fundamental user interface, which is probably why the company acknowledged early this
year that it was no longer a photo-sharing service. The transition to a more seamless video experience might inspire producers to post more videos on Instagram, which would improve their ability to compete.
Users will find it easier to find new content on the platform thanks to the new Video tab in the app. The lengthier and shorter videos will be accessible on user
profiles in a brand-new “Video” tab. Although it might take some time for them to reach everyone, the new capabilities on Instagram should already be starting to surface on iOS and the finest Android phones.
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