What Happened to IGTV on Instagram?

If you haven’t used the app in a while, you might be wondering, “What happened to IGTV on Instagram?”. Like many other social media apps, Instagram continues to change and improve working hours. And sometimes that means some features are left out.

IGTV is one of these. Instagram dropped the IGTV tab and revamped its video format in October 2021 in an effort to focus more on video content.

The app has incorporated IGTV and in-feed video into the Instagram Video feature. Read on to learn more about Instagram’s video format, Instagram Video.

Why Instagram is getting rid of IGTV

Before giving up on IGTV, the company announced that it would change the direction of Instagram as we know it, focusing less on images and more on video content, among other things.

Instagram even goes as far as to refer to TikTok and YouTube as its competitors, citing the need to satisfy a market need – providing entertainment.

But why did Instagram remove IGTV? Quite simply, the long-form video feature doesn’t stand out too much.

In ditching IGTV, Instagram chose to focus on Instagram Video instead.

IGTV was never really successful

Instagram launched IGTV in 2018 with the hope that it would become the mobile equivalent of YouTube.

However, the longer format has never been a hit, especially when TikTok launched just two months later in the US. TikTok’s short-form video content is more preferred by social media users.


Instagram then focused its efforts on competing with TikTok with its short video format feature, Instagram Reels.

How is Instagram video different from IGTV

So what makes Instagram Video different from IGTV?

Instagram Video features include cropping tools, filters, and the ability to tag people and locations. It also allows you to preview videos in your feed for 60 seconds (except for video ads, which preview for 15 seconds).

More ways to watch and explore video content

The Videos tab contains all video content, except Stories, making it a lot easier to find videos from your favorite creators.

But it also means you can browse content from other creators you might not follow but you might like. This will help you find new creators to follow and new content to inspire.

Videos in your feed can be up to 60 minutes long, and users don’t need to leave the main app to watch them, as is the case with IGTV. Tap anywhere on the video to view it in full screen. Previously, this action muted the sound.

Instagram also makes it easy for you to keep track of how your overall content is performing by showing you insights about both your posts and videos in one view.

Adjusted time limits for video ads

Instagram has changed IGTV ads to “In-Stream Video Ads,” and businesses that want to take advantage of this must make sure their videos are no longer than 60 seconds. (In case they bother you, here’s how to reduce targeted ads on social media.)

Where to find videos on your Instagram profile

You will find out Video on your Instagram profile, directly under your profile and between tabs for Reels and Tagged contents.

Previously, video content was distributed, which meant you could discover it in different areas like on your feed and on the Explore page. You now have a dedicated place for video content, making it easier for you to create and discover new video content.

Instagram is growing

With such a competitive social media market, it’s no surprise that Instagram continues to change things up and invest more in features that can encourage more engagement and inspire creators. create to create more engaging posts.

Formerly known as the photo-sharing app, Instagram is focusing less on images and more on video, changing the app as we know it. With so many significant changes in the direction, we can’t help but wonder how different Instagram will be in the future.

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Sarah Ridley

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