Last updated on November 1st, 2023 at 09:56 am
Instagram’s most exciting feature to date IGTV, which was a long-form, vertical videos separate mobile app on your phone, has been replaced by Instagram Video. Marketed as a stand-alone app on Apple and Android phones, IGTV on Instagram was also integrated into the Instagram app so you would also be able to watch from within the app itself.
IGTV on Instagram – Marketed as the Next Wave in Social Media Marketing
IGTV videos were not limited to one minute, but rather, each video can be up to an hour. You would be able to watch the videos as soon as you open the app, and you did not have to search to start watching videos from people you follow on Instagram. Just swipe to discover more, or switch between preferences such as “For You”, ”Following”, ”Popular” and “Continue Watching.” Then like, comment or send the videos to friends in Direct.
IGTV on Instagram also came with different channels, just that in this case, those Instagram video creators were the channels. When you follow a creator on Instagram, their IGTV channel would show up for you. You can also be a creator, or help your business create a channel! A longer vertical video means that it was easier for your business to get closer to your audience, be discovered by your prospects and also more time for you to sell an idea or a product/service.
You could download IGTV individually on iOS or Android – just search for IGTV to download it. If you already have Instagram on your phone, you could also click on the new button for IGTV on Instagram on the top of the app. The videos will pop up in the same way as the Instagram app.
Definitely a very exciting app for someone or business who had already feel that the previous time limits on Instagram videos were not enough. You could create hour-long series on niches related to your business or Instagram account and if you were a mini-content channel, you could contemplate hour or half-hour long cooking series, for instance. The possibilities were endless.
What Was the Problem with IGTV on Instagram?
After that, IGTV on Instagram had been making headlines because of unfavourable feedback. What actually happened?
Apparently, many Instagram users were using IGTV as if it were Stories or Live, and social media experts were saying that this was because there were not enough piloting time given to test the programme. If there were a longer period of time, the average user would have better understood how to use this new feature.
Also, there was the problem of searching within IGTV on Instagram. It did not provide the best user experience and very often, results were only very basic. Many were also saying that this format was not attention-span-friendly, at least not in the Instagram context.
Does Instagram still have IGTV?
The Launch of Instagram Video
In October 2021, Instagram scrapped IGTV as it shifted its focus toward video content. IGTV was combined with in-feed videos, forming the new Instagram Video feature. In July 2022, the Instagram Video and Instagram Reels tabs were consolidated to create a singular space for all video content, and all videos will be shared as Reels.
According to Hubspot, IGTV’s focus was on long-form videos so that it could compete with YouTube. But TikTok’s rose in popularity means that short-form videos became more popular than long-form videos so Instagram discontinued IGTV and launched Instagram Reels before pushing out Instagram Video.
In What Ways Is Instagram Video Different from IGTV?
IGTV was a standalone app focusing on long-form videos while Instagram Video consolidates all video content in a tab on the user’s profile and feed within the Instagram app.
It used to be that a video uploaded to IGTV can be up to 15 minutes, but you can also use the desktop to upload a video of up to 60 minutes. However, on Instagram Video, you can upload any video up to 60 minutes but as of July 2022, any video uploaded to Instagram that is less than 15 minutes will be displayed as an Instagram Reel. Instagram Video also has different tools such as filters, trimming, and the ability to tag users and locations.
IGTV ads had also been changed to in-stream video ads of no more than 60 seconds.
How Can You Find Instagram Video on Your Instagram?
While video content used to be found in different areas around the Instagram app and is quite messy, you can now find the Instagram Video tab, now merged with the Reels tab, under a user’s bio, tucked neatly between the tabs for the main grid and the tagged content.
As social media platforms constantly evolve to fit the needs of users and also to keep up to date with other new social networks, users can definitely expect more changes in the future.
Get Started Here!
One of the key strengths of Instagram is its focus on visual storytelling, which allows businesses to communicate their message in a highly engaging and impactful way. By creating compelling images and videos that showcase your products or services, you can capture your audience’s attention and build a strong brand presence on the platform. As an experienced user of the platform, I had also received a few leads from it. If you’re interested to learn more, connect with me at +65-9622-8824 or bei@beithoven.com.
Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing for small businesses. She mostly writes about visual storytelling, AI art, SEO, social media and China marketing.