IGTV, goodbye?

As it turns out, Instagram has finally realized that the IGTV it is not having such great success. Precisely for this reason, the platform is working on a rebrand of the format, which will soon take the name of “Instagram TV”. And this is not the only novelty. The videos posted on the Instagram Feed will be able to last up to 60 minutes, a duration previously reserved only for IGTV. And it will no longer be necessary to exit the main App to view them. Quite an interesting change for the platform.

IGTV becomes Instagram TV: all the changes of the platform

An Instagram spokesperson recently said that the IGTV App, now called “Instagram TV“, It will remain a“ destination for people to visit with the intent of watching videos “. The format was introduced by the platform in 2018, with the intention of becoming a direct competitor of YouTube and allowing users to watch videos of a certain duration on the application. Unfortunately, the longer video format never caught on. And a few months later TikTok was launched, which completely subverted the concept of enjoying video content.

Credits: Facebook

Since that time, Instagram has done nothing but try to optimize its functions to compete with the Chinese App. And the launch of Reels demonstrates this well. Launched in August 2020, this format quickly became one of the platform’s favorites. As we know, in fact, Mosseri himself stated that the application will be increasingly oriented to the use of short-term video content. At this point, however, it must be said that Reels has only one flaw: it does not offer creators the same opportunity to monetize as TikTok and YouTube.

Precisely for this reason, Facebook has chosen to invest $ 1 billion for its content creators. And a part will be destined for those involved in the creation and sharing of Reels. But if Instagram’s commitment to short content is a lot, how successful will the new version of IGTV really be?