Instagram Retires IGTV Brand, Merges Video Feed Posts into a Single Format

Instagram CEO Adam Mosseri hinted at the shift a few weeks ago, and now it’s official: Instagram’s long-form IGTV offering has been merged into a more generic ‘Instagram Video’ format, signaling the end of separate IGTV branding – and, perhaps, a more streamlined Instagram experience. ( Oct. 5, 2021 )

Instagram Retires IGTV Brand, Merges Video Feed Posts into a Single Format

“We’re unifying IGTV and feed videos into one format, Instagram Video, starting today.” To make it easier for people to discover new video content, we’re also launching a new Video tab on your profile, where this unified video format will live.”

The new video tab, denoted by a play button icon, will now display all of your uploaded films in one place, as shown here. Viewers will be able to tap anywhere on the video to enter full-screen mode, and users will be able to keep scrolling “to discover additional video content from artists that may interest them” as a result of the merger of IGTV and normal Instagram video.

In addition, Instagram is introducing new video cutting tools and effects, as well as location tracking in videos, for all uploaded video clips (previously not available for IGTV).

The method for publishing video clips will remain the same, but the in-feed previews will change:

“Video previews in feed will now be 60 seconds long, unless the video is ad-eligible, in which case the preview will remain 15 seconds.”

This means consumers will be able to see more of your material without having to tap through, thereby increasing interest and having an influence on those wanting to increase interaction with their in-stream previews.

There are also some adjustments to video metrics for those trying to make the most of their Instagram video content, with feed post insights and video insights being unified into one combined measure for both businesses and creators.

I’m not sure that’ll be a particularly helpful move for people wanting to improve individual content sections, but it will provide you with a larger perspective of your entire numbers, rather than separate statistics for IGTV performance.

Finally, Instagram is renaming its video advertisements:

“With the introduction of Instagram Video, IGTV Ads have been renamed Instagram In-Stream video ads.” Long-form video creators may still monetize their work, and businesses can target audiences that are interested in long-form video. Videos must be no longer than 60 seconds in duration for businesses interested in increasing their video’s reach.”

Again, these are significant changes to the process for content creators, and they will alter best practises in a variety of ways. The adjustment will have no effect on reels.

As previously mentioned, Instagram CEO Adam Mosseri recently mentioned the platform’s plans to simplify its video capabilities as part of a larger attempt to simplify the app, which has gotten increasingly convoluted with the addition of Stories, IGTV, Reels, and other new features.

Instagram used to be a simple image-sharing app, and it’s incredible to think about how far it’s come in this regard. It’s evident that its progress has helped it optimise user growth, but it’s also made its app a touch too bloated, which may be sending some users away.

Facebook noticed the same thing with Messenger, with too many features making it too difficult to manage, prompting the company to pare back the service to reduce disruptions.

It almost feels like building out every app with every potential feature addition you can think of, in line with usage trends, until it gets too much, then scaling things back, is part of Facebook’s growth DNA.

The question now is whether Facebook has delayed too long to streamline the platform, or if the site’s increasing bloat has already drove some users away, leading them to TikTok.

With the new, streamlined video format now being handed out to all users, we’ll find out.

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