Instagram announced on October 5 it’s merging IGTV and feed videos into a singular format – Instagram Video – with its very own tab.
Instagram is combining IGTV and feed videos into one format – Instagram Video. They are also introducing a new Video tab on your profile, where this combined video format will live, to make it easier for people to discover new video content.
Users can still upload videos as usual from the camera roll by clicking on the + sign in the top right corner of the Instagram home page and selecting Post.
We’re excited that the Instagram creators community has embraced video as a vital format for telling stories, entertaining their audiences, and connecting with them, which is why they want to make it even easier to produce and discover videos on Instagram.
Head of Instagram, Adam Mosseri, has been hinting at a more “simplified video experience” on the platform for a while.
By merging IGTV with Feed videos, Instagram has a single destination for longer-form video content – providing a clearer distinction between Instagram Reels.
To support this change, Instagram is introducing several new features for Instagram Video:
- A new Video tab on Profile
- Ability to upload video captions
- People and location tagging
- 60 second Feed Previews*
NOTE: Previews will be limited to 15 seconds for In-stream Video Ads.
The new Video tab will replace the old IGTV tab on users’ profiles, with a new “play button” icon.
IGTV and feed video analytics will now be available under a new “Videos” tab in Instagram Insights, rather than in separate displays.
According to what we’ve learned so far, the majority of the existing IGTV features will be repackaged in the new Instagram Video format. It’s currently unclear how IGTV series content will be presented on the new platform, or whether users will be able to save and share Instagram Live videos.
What Does This Mean For You?
In theory, this change should make our lives a little simpler. We now have four video platforms, rather than five, to contend with on Instagram.
- Instagram Stories: For informal, everyday videos that last 24 hours, split into 15 second slides
- Reels: For quick and entertaining videos (usually to trending audio) up to 60 seconds in length
- Instagram Video: For longer-form storytelling up to 60 minutes in length
- Instagram Live: For real-time streams up to 4 hours in length
New Ways to View and Analyze Videos
The new Video tab will be the home for this combined video format, making it easier for people to find content from creators they love. When watching videos on Instagram, viewers can tap anywhere on the video to enter fullscreen. They will also have the option to keep scrolling to discover new video content from creators that may interest them.
To make it easier to understand how videos are performing, we’re merging feed post insights and video insights into one combined metric for businesses and creators.
Reach New Audiences with 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 the long-form video. For businesses interested in boosting their videos to reach more people, videos must be no longer than 60 seconds in length.
Video is the home for visual storytelling. We’re excited to see how creators on Instagram continue to make standout content that inspires people to create themselves.
By removing IGTV from the mix, there is now a single destination for longer-form content on Instagram – which should make content planning, creation, and discoverability on the platform easier.