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    October 14, 2021
    Instagram to Retire IGTV and Merge into Single Video Format

    [Image by Instagram]

    Instagram is changing yet again, only this time, merging IGTV and feed videos into one singular video format, creating a more streamlined experience for its newly introduced Instagram Video. Head of Instagram, Adam Mosseri, noted that in the coming weeks, this change would arrive to the platform, which would shake up the feel and look of Instagram as a whole.¹


    How It Looks

    The new video tab is signified with a play button which lets users know where videos are placed. Unlike before, users will now be able to playback videos and enter full-screen mode as they continue scrolling through their feed.

    When it comes to uploading videos, creators will now be able to utilize the trimming tool and filters for all uploaded clips as well as tagging the location of where it took place, which was not previously available for videos on IGTV.¹

    The posting process of video clips will still look the same, but according to Instagram: “Video previews in the feed will now be 60 seconds long, unless the video is eligible for ads–in which case, the preview will still be 15 seconds.”¹

    For users who create and upload content, video metrics, feed post insights, and video insights, these features have been updated and merged into one whole metric for creators and businesses.¹ Those who look for specific metrics may dislike this change. However, it gives a bird’s-eye view of the overall performance of their videos. 

    [Image by Instagram]

    Advertisements Have a New Name

    Rather than the traditional advertisement name of IGTV Ads, Instagram is now calling them Instagram In-Stream video ads. 

    “Eligible creators can still monetize their long-form content, and brands can reach audiences engaging with long-form video. For businesses interested in boosting their videos to reach more people, videos must be no longer than 60 seconds in length,” said Instagram in a statement.²

    What in-stream video ads will look like has yet to be seen as Instagram continues to make changes to its app. 


    IGTV Will Still Exist…Kind Of

    Going forward, Instagram will not be continuing with the IGTV format on its main platform. Instead, IGTV is being renamed “Instagram TV” and will solely be available on the Instagram TV app. The intent being that users who solely wish to view videos will still be able to use Instagram TV.

    As for Instagram, videos posted to the main feed can now run up to 60 minutes long, a feature previously restricted to IGTV. Those who wish to continue watching videos on their feed have the option to do so by pressing the play button to direct them to a video-only feed.³

    [Image by Instagram]

    Overall View

    Instagram was once an image-sharing app and has now taken on a much bigger role. The question is whether or not the user experience has effectively promoted these changes.

    Head of Instagram, Adam Mosseri, wanted to make a point of simplifying the app, making it easier for users to navigate through Instagram rather than having them struggle to find the particular section they were after.

    Instagram continues to bolster and redesign its feature in an attempt to attract users to the app. 


    This article was written by Mark Fay, Brittny Le, Michael Iezza, & Zachary Blum.