New Instagram Update: Plans to shut down separate IGTV app

Instagram is looking to extend its focus on Reels to encourage short-form video consumption while also simplifying its broader video offering. Therefore, the platform will no longer support the separate IGTV app and that it will instead focus on keeping all videos in the main Instagram app.

The new change was announced in a blog post, and Meta claims it wants to make it as easy as possible for users to create and find videos that they love. With the new initiative, creators of content, as well as users, can make the most out of their content opportunities. 

Instagram discontinued the IGTV brand last October when it merged long-form video and Instagram feed videos into a new format dubbed “Instagram Video.” Instagram claimed at the time that IGTV will not be discontinued but rebranded.

Instagram has said it will now focus on making its main app’s video simpler and better. As part of the announcement, “any videos in the main app will have a full-screen viewer and tap-to-mute,”. The company also disclosed that it is working on a consistent way to share the different types of videos (such as video posts or Reels). 

Instagram is Removing the IGTV Button

Furthermore, the company is looking at “testing a new ad experience,”. According to the blog post, this will allow creators to earn revenue from ads displayed on their reels. Instagram has confirmed that this is sure to come “in the coming months”. 

While 30-second videos are wonderful for engagement, they are tough to monetise due to the lack of mid- or pre-roll adverts. To help creators create their main content stream, YouTube has been promoting its own short-form video format ‘Shorts’, whereas TikTok has been promoting lengthier clips. 

Instagram’s decision to abandon IGTV and move away from longer videos feels like a step backwards, which is emphasised by its announcement. 

Instagram isn’t just abandoning long-form content; it’s also phasing out in-stream adverts, reducing revenue options for creators. 

In addition to these, the company has also provided some video creation recommendations that are in keeping with the current trends that are being seen on the platform.

1. Keep it short. Our community loves short, entertaining videos, and creating reels is the best way to do this.

2. Focus on immersive. Optimise your video content to be viewed vertically. This means using high-resolution, 9×16 vertical videos with no borders, where text does not cover the majority of the screen.

3. Make a good first impression. Pull the viewer in within the first few seconds and keep them interested for the duration of the video. The first three seconds are critical!

4. Be consistent. Create an editorial calendar that you can stick to. You don’t have to post a video every day; just make sure you go at a pace that works for you. Consistency is key!

5. Avoid visibly recycled content: We’ve heard that our community wants to see reels that are uniquely made for Instagram. This is what they find the most entertaining and inspiring. Avoid posting reels that are visibly recycled from other apps (i.e. contain watermarks).

6. Consider the material. We avoid recommending reels that focus on potentially sensitive content, as well as content that is overly promotional or too commercial. 

Interestingly, while Instagram says it is moving away from long-form content, TikTok recently announced that it was increasing its maximum video length from 3 minutes to 10 minutes.