Instagram is one of the most widely-used mobile social media apps, offering a range of features that have evolved over time. Some of these features have stayed since the beginning, while others, like IGTV, have been discontinued. IGTV was part of the app until October 2021, leaving many to wonder, “What happened to Instagram IGTV?”
The main reason for its removal is Instagram’s shift toward prioritizing video content in a more integrated way. To dive deeper into what happened to IGTV and how Instagram is adapting to video trends, check out the full article from System SocialZ below.
What is IGTV Instagram?
Instagram IGTV was designed to rival YouTube, with the aim of being the go-to platform for mobile video content, much like YouTube is for desktop users. Mobile users could upload videos up to 15 minutes long, with a file size limit of 650 MB. On the other hand, desktop users uploading via the IGTV website could share videos up to 60 minutes long, with a maximum file size of 3.6 GB.
Upon opening Instagram IGTV, a video would play immediately, giving users instant access to content without needing to browse for something to watch. The app was available for both Android and iOS.
At launch, Instagram IGTV only supported vertical videos, but a year later, Instagram introduced landscape video support, which was a highly anticipated update. However, as this article implies, there simply weren’t enough users to justify keeping Instagram IGTV around for the long haul.
Is Instagram IGTV still popular?
Instagram IGTV: Why Is It No Longer Available?
As part of Instagram’s shift toward prioritizing video content, the Instagram IGTV tab was removed and merged with in-feed videos under the broader Instagram Video feature.
This transition followed Instagram’s announcement that they were shifting focus from photos to videos, largely in response to the rise of competitors like TikTok and YouTube. Instagram recognized that if they didn’t adapt to the growing demand for video content, they risked being left behind by the market.
However, competition from TikTok and YouTube wasn’t the only factor that led to the discontinuation of Instagram IGTV. It was also part of Instagram’s larger strategy to streamline video content and improve user experience across the platform.
Why Wasn’t Instagram IGTV More Successful?
Instagram IGTV only lasted for about three years, launching in 2018 with the goal of becoming the go-to platform for mobile video, similar to how YouTube dominated the desktop space. Instagram invested heavily in marketing and promoting Instagram IGTV, and its release was highly anticipated, with leaks building excitement.
At first, this strategy seemed promising. While YouTube was already a popular mobile app, it hadn’t yet reached the cultural dominance of platforms like TikTok today. Unfortunately, Instagram IGTV was perhaps too late and poorly executed, launching just two months before TikTok made its way to the U.S. But what else contributed to its failure?
People Weren’t Interested in a New App
Initially, Instagram IGTV could only be accessed through a separate app, meaning users had to download an additional app to view its content. Convincing users to download another app is a significant challenge, especially if that app doesn’t offer anything particularly unique. With platforms like TikTok, YouTube, and Instagram already available, many users simply didn’t see the need for Instagram IGTV.
Are users having trouble using Instagram IGTV?
A Rocky Start from the Beginning
Although Instagram IGTV lasted for a few years, it never gained strong traction. Its launch was plagued with issues, and even the promotional events were frustrating and disorganized. At the reveal event in New York, guests experienced long delays, technical glitches, and video and audio problems during the presentation.
The feature was introduced by then Instagram CEO Kevin Systrom in June 2018. However, just a few months later, Systrom left the company, and though it’s unclear if this was related to Instagram IGTV, reports suggest tensions between him and Meta CEO Mark Zuckerberg may have played a role.
Lukewarm Impressions from the Start
Shortly after the release of Instagram IGTV, skepticism began to grow. NYMag published an article just months after its launch, questioning whether Instagram IGTV would ever succeed. A big part of Instagram’s strategy was to get their top influencers to create content for Instagram IGTV, expecting their large followings to follow suit.
However, many of the influencers they targeted didn’t engage much with the platform. Some posted only a few videos, while others didn’t use it at all. Without the participation of these key figures, it was hard to generate audience interest. This lack of interest caused Instagram IGTV to quickly fall off the top downloads list, with video views lagging far behind those on YouTube and TikTok.
In hindsight, the failure of Instagram IGTV seems clear. The platform failed to provide a compelling reason for YouTube users to switch.
More Effective to Use Instagram’s Main App
Many of Instagram’s biggest influencers didn’t use Instagram IGTV, and without their support, it struggled to gain traction. In fact, other Instagram features, like Stories or Reels, proved to be far more effective for creators.
Creators and influencers are less likely to use Instagram IGTV
Poor Timing and Execution
One of the major issues with Instagram IGTV was poor timing and a lack of clear direction. It aimed to compete with YouTube, but at the same time, was trying to rival TikTok. Instead of focusing on one clear objective, it got caught between the two, which contributed to its downfall.
Interestingly, Instagram’s later feature, Reels, became much more successful than Instagram IGTV, further showing that better timing and a clearer strategy could have made a difference. Unfortunately, Instagram IGTV never managed to overcome these challenges and was ultimately phased out.
Instagram IGTV Rebranding and Gradual Phase-Out
In 2020, Instagram started scaling back its support for Instagram IGTV. For instance, the option for users to navigate to a dedicated page within the Instagram app that featured curated IGTV content was quietly removed. Many users didn’t even seem to notice the change, a clear indication of the feature’s diminishing relevance.
In a bid to revive interest in the platform, Instagram attempted to rebrand Instagram IGTV as “Instagram TV” in 2021. Although this was a minor change—essentially the same name, just spelled out—it was an effort to make it clearer that Instagram IGTV was part of the larger Instagram ecosystem. However, this slight adjustment did little to address the underlying problems with the platform.
IGTV App Stops Receiving Updates
Although Instagram IGTV was rebranded within the Instagram app, the standalone Instagram IGTV app retained its original name. This inconsistency suggested that Instagram was likely preparing to phase out the app altogether. By August 2021, the Instagram IGTV app had stopped receiving updates, a clear sign that its days were numbered.
The End of Instagram IGTV
It soon became apparent that renaming Instagram IGTV as “Instagram TV” did little to improve its performance. The concept behind the app and the feature lacked the necessary momentum, and both content creators and viewers showed limited interest in using Instagram IGTV. In March 2022, Instagram scrapped the Instagram IGTV feature entirely, replacing it with “Instagram Video” within the main app. The standalone Instagram IGTV app was also removed from app stores, rendering it unusable for those who had previously downloaded it.
Instagram Video has been very popular in recent years.
What Happened to Instagram IGTV Content and Contributors?
A major concern for both creators and users was what would happen to content previously uploaded to Instagram IGTV. Thankfully, Instagram ensured that none of the Instagram IGTV content was lost—everything was transferred over to the main Instagram app. Additionally, Instagram introduced compensation for creators who had been active on Instagram IGTV, offering payments based on their recent earnings from the platform for a limited period of time.
Has Instagram Discontinued Anything Beyond IGTV?
It’s not uncommon for companies to discontinue devices, apps, and features. Google, for instance, has garnered a reputation for abandoning numerous projects, with the recent closure of Google Stadia being a notable example that seemed particularly inconsiderate to affected users and developers.
The abrupt shutdown impacted many employees who were left in the dark until the day it happened, potentially resulting in the loss of exclusive games as well. In contrast, Instagram managed the discontinuation of Instagram IGTV with more care than Google did with Stadia.
Boomerang and Hyperlapse
Shortly after announcing the end of Instagram IGTV in March 2022, Instagram also revealed the discontinuation of two other video-sharing platforms. The first, Boomerang, enabled users to create short, looping videos lasting one second—a quirky concept that stood out since no other competing platforms seemed to offer it.
The second, Hyperlapse, provided users the ability to create time-lapse videos. While this idea was also unique, it didn’t capture widespread interest.
Devoted Instagram users may recall that the features from both apps have been integrated into the main Instagram app for some time. Therefore, it made sense for Instagram to discontinue these separate apps and focus on refining their functionalities within a single platform. Sometimes, it’s wiser to consolidate resources rather than spread them too thin.
The Boomerang app was relatively popular, boasting over 300 million installs at the time of its closure. While it wasn’t going to rival TikTok, it certainly enjoyed a substantial user base.
On the other hand, Hyperlapse struggled significantly, with only 23 million users at its discontinuation, which isn’t surprising given the limited demand for time-lapse videos.
Instagram Quietly Removed Boomerang and Hyperlapse
The Layout App
Instagram also offers a Layout app for Android and iOS devices, allowing users to combine multiple images into a single collage. Given the recent removals of various apps from stores, speculation has arisen about whether Layout might be next on the chopping block. However, whether this will happen remains uncertain.
What Other Video Features Has Instagram Introduced?
While Instagram IGTV didn’t achieve the success anticipated, the platform has explored other video features. As previously mentioned, Instagram Video is one such initiative, but it’s not the only one. For instance, Instagram Stories was launched as a feature reminiscent of Snapchat, enabling users to upload photos, videos, and updates.
Users have the option to highlight their Stories to keep them permanently, or let them disappear after 24 hours if unhighlighted. Instagram Stories predates IGTV, debuting in 2016, around the same time TikTok first launched.
While IGTV aimed to rival YouTube in the mobile space, Instagram Reels was created to compete with TikTok, the new dominant force in video content. Unlike IGTV, where video lengths varied significantly, Instagram Reels initially allowed only 15-second videos, which have since been extended to a maximum of 90 seconds. Although it didn’t completely overshadow TikTok, Reels exhibited more growth compared to Instagram Stories.
Is Instagram Reels Successful?
Source: Instagram
Instagram Reels, as a competitor to TikTok, has advantages over IGTV, as short-form video content tends to resonate more with mobile users than long-form content. However, the success of Reels is influenced by various factors, with regional availability being a significant one.
While TikTok outperforms Reels in many areas where both platforms are present, TikTok is banned in certain regions. For example, in India, where TikTok is prohibited, Instagram Reels has emerged as the primary provider of short-form video content, leading to a user base exceeding 200 million.
Based on this data, it appears that Instagram Reels has been a more successful venture for Instagram compared to IGTV.
How Does Instagram Video Differ from IGTV?
With the integration of IGTV into Instagram Video, one might wonder how the two differ. For starters, Instagram Video feels more seamlessly integrated into the overall Instagram experience.
Unlike IGTV, which operated as a separate ecosystem, Instagram Video places content directly into the feeds of followers, making it likely that those interested in your photos or artwork will also engage with your videos.
Instagram Video offers several features, such as tools for trimming videos, applying filters, tagging users and locations, and more. Users can also preview videos on their feed for up to 60 seconds. The Instagram Video tab serves as a comprehensive space for all video content, excluding Instagram Reels.
One noteworthy feature of Instagram Video is the ability to access insights about your videos, including viewer counts and watch duration.
Overall, Instagram Video is designed to be a user-friendly way for all video content on the platform to be discovered by its audience
Where can you find Instagram videos?
Your Instagram profile features a Reels tab located at the bottom of the screen, enhancing the user experience by making it much easier to locate videos. In addition to this, you can discover videos while browsing content throughout the app.
Unlike before, when videos were scattered across various sections of Instagram, they are now consolidated in one convenient location. This organization not only simplifies the process of finding video content but also facilitates the creation of it, including any videos that might have been previously featured on Instagram IGTV.
How Have Ads Changed from Instagram IGTV?
Ads on Instagram IGTV were adjusted to a maximum length of 60 seconds and were rebranded as “In-Stream video ads.” Users now have multiple options to block or reduce ads on social media platforms.
For those using Instagram on desktop, blocking all ads, whether targeted or not, is relatively straightforward by utilizing an ad-blocking extension in your chosen browser. These extensions are freely available for various browsers, including Firefox and Chromium-based options.
Source: Instagram
How to Block Ads on Mobile?
However, blocking ads on the mobile version of Instagram can be trickier, especially if you are using the official app. While some modified Instagram apps claim to block ads, they are unofficial and not available in recognized app stores.
Downloading such apps can be risky, as they may expose you to malware. Alternatively, you might consider using an Adblock Browser to access Instagram content, which could help you avoid ads on the platform.
How to Block Specific Ads You Don’t Like?
If you don’t mind ads in general but want to stop seeing particular ones, there’s a way to do so. You can either select “Hide Ad” or “Report Ad” by clicking the three-dot icon on the ad itself.
When you choose “Hide Ad,” you’ll be presented with several options for why you wish to hide it. The first two options are “it’s irrelevant” and “I see it too often,” which are common complaints regarding ads. Additionally, you can select “I already bought an item in the ad,” since there’s nothing more they can sell you.
If you find an ad inappropriate, you can either report it or choose “it’s inappropriate” when hiding the ad.
Will Instagram Video Last in Its Current State?
Instagram has faced numerous challenges in establishing a competitive video service, so it’s understandable to be skeptical about whether Instagram Video will finally measure up against TikTok and YouTube. However, Instagram Video appears to be a significant improvement over its previous iteration with Instagram IGTV.
A common strategy among video platform owners is to invest heavily in attracting talent. YouTube, TikTok, Twitch, and Instagram have all provided financial incentives to creators to encourage them to join their platforms, either partially or exclusively.
Meta has announced a $1 billion initiative aimed at incentivizing creators to produce video content for Instagram. Reports from The Verge indicate that creators have received incentives of up to $35,000 from the company.
This initiative may position Instagram as the third major player in mobile video, or it could end up being just another failed effort to stay relevant. While Instagram has a strong user base and engagement levels, competing in the video space is likely to be a challenging journey for them.
The platform has been undergoing significant internal restructuring and modifications to the Instagram app, and it remains to be seen how effective these changes will be.
Future of IGTV: Trends to Watch in 2024
As we look ahead to 2024, the landscape of social media continues to evolve, particularly in the realm of video content. One of the most significant trends is the rise of long-form content on platforms traditionally dominated by shorter videos. With the increasing demand for more in-depth storytelling and comprehensive content, platforms like Instagram are poised to leverage their video features, including Instagram IGTV, to meet this growing interest.
Integration with Other Instagram Features
In 2024, we can expect to see a seamless integration of IGTV with other popular Instagram features such as Stories, Reels, and Shopping. Instagram has already begun merging IGTV into its Video feature, making it easier for users to discover long-form content alongside shorter clips. This integration is likely to enhance user engagement, allowing creators to repurpose their IGTV content into bite-sized pieces for Stories and Reels, while also incorporating shopping capabilities directly within their videos. As a result, brands can create more cohesive marketing strategies that blend entertainment and commerce.
Stories and Reels are still gaining traction on Instagram
Predictions for IGTV Growth and Innovations
The future of IGTV is bright, with predictions indicating substantial growth as the demand for long-form content increases. Innovations such as enhanced analytics tools, monetization options, and improved user interfaces are expected to be introduced, making it easier for creators to track their performance and connect with their audience. Additionally, AI-driven content recommendations could further personalize user experiences, encouraging viewers to engage with Instagram IGTV content more frequently.
Preparing Your IGTV Strategy for the Future
To adapt to these trends, it’s essential for creators and brands to develop a forward-thinking IGTV strategy. This includes investing in high-quality, long-form video content that tells a compelling story and resonates with their target audience. Collaborating with influencers and leveraging Instagram’s new features can also amplify reach and engagement. Brands should consider integrating Instagram IGTV content into their broader marketing strategy, using cross-promotion through Stories and Reels to drive traffic to their longer videos.
In conclusion, as IGTV evolves and integrates more deeply with Instagram’s ecosystem, the potential for growth and innovation is significant. By embracing the shift toward long-form content and adapting strategies accordingly, creators and brands can position themselves for success in 2024 and beyond.
Instagram IGTV – Frequently Asked Questions
FAQs for Instagram IGTV
What is the difference between IGTV and Reels?
Reels are short-form, up to 90-second videos, while IGTV allows long-form videos of up to 60 minutes, ideal for deeper content and storytelling.
How can I make my IGTV videos stand out?
Use eye-catching thumbnails, clear titles, strong hooks in the first few seconds, and optimize with relevant hashtags and descriptions.
Can I monetize my IGTV content?
Yes, through IGTV Ads, brand sponsorships, affiliate marketing, and promoting your own products or services.
Is IGTV good for small businesses?
Absolutely! IGTV offers a unique platform for small businesses to showcase products, tell their brand story, and engage with their audience through long-form content.
What are the best practices for promoting my IGTV videos?
Cross-promote your videos on your Instagram feed, Stories, and other social media platforms. You can also collaborate with influencers or brands for added visibility.
Conclusion
As we look ahead to 2024, it’s clear that Instagram IGTV is only set to grow in importance for content creators, businesses, and influencers. With evolving features, deeper audience engagement, and new monetization opportunities, IGTV is positioning itself as a key platform for long-form content. The question is, can you guess what happens next?
At System SocialZ, we believe the future of IGTV is in innovation and personalization. Brands that adapt quickly, invest in high-quality content, and create meaningful connections with their audience will thrive. Whether you’re just starting out or refining your strategy, now is the perfect time to dive into IGTV and ride the wave of video storytelling.
So, what will your next move be? Start creating on IGTV today and lead the way into the future of digital content.
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