Instagram Is Retiring IGTV, Simplifying Video Content On The Platform
Earlier this week, Instagram announced that they are combining IGTV and feed videos into one format, called Instagram Video.
Additionally, the platform announced a new Video tab on your profile where this new format will live. This feature change seeks to make it easier for users to discover new video content on the app.
“We love that our creator community has embraced video as a key format to tell their stories, entertain, and connect with their audiences, and that’s why we want to make it even simpler to create and discover videos on Instagram.”
Now that IGTV and feed videos will be in one format, users can still upload videos in the same way from the camera roll by clicking on the + sign in the top right corner of the Instagram home page and selecting “Post.” Additionally, Instagram is rolling out new features like trimming, filters, and location & people tagging. Video previews in-feed will now be 60 seconds long unless it is eligible for ads, in which case, the preview will still be 15 seconds.
Now, users will be able to view more of your content without having to tap through. This update will help generate more interest in your videos and will have positive impacts regarding maximizing engagement with in-stream previews. Users can continue to cross-promote their videos through Stories and direct messages. Good news for brands looking to make the most of their video content – there are also some updates to video metrics. Feed post insights and video insights are becoming combined into one metric, both for businesses and creators. This data will give you a broader view of your overall performance. Instagram is also changing the name of its video ads:
“With Instagram Video, IGTV Ads are now called 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.”
These are important tweaks that brands and content creators need to pay attention to, as they will change best practice approaches in many aspects.
The question now is whether or not Facebook has waited too long to simplify Instagram, or have users already migrated to other platforms like TikTok instead? We will know more soon, as this new, simplified video format is being rolled out to all Instagram users.
Are you ready to create engaging video content? Call, DM, or email us at email@example.com to get started. We would love to help you take your Instagram Marketing to the next level.