August 14, 2022

Instagram Ditches the IGTV Brand, Combines Everything But Reels Into An ‘Instagram Video’ Format


On Tuesday, Instagram announced that it will now combine IGTV’s long-form video and Instagram Feed videos into a new format called simply “Instagram Video.” TechCrunch reports: These videos, both longer and shorter, will be found on users’ profiles in a new “Video” tab. Meanwhile, when people encounter videos on Instagram, they’ll be able to tap anywhere on the video to enter into a fullscreen viewing mode. After watching, they can then choose to keep scrolling to discover more video content from creators or tap the back button to exit. None of these changes will impact what Instagram is doing with Reels, though. The company’s short-form video platform and TikTok rival will continue to remain separate, we’re told. They won’t be mixed into this feed of videos, if users choose to scroll.

The IGTV app, however, isn’t going away. Instagram tells us it will now be rebranded as “Instagram Video” and will host the “Instagram Video” formatted content, along with Instagram Live videos. But it will not host Reels videos. With today’s update, users will still be able to upload their non-Reels videos in the same way as before — by clicking on the plus sign (+) in the top-right corner of the Instagram home page and selecting “Post.” Videos can be up to 60 minutes in length. Instagram is also adding new features like trimming, filters, and people and location tagging as part of the updated upload experience. […] Instagram’s goal with these changes will be a more streamlined video experience. Instagram says the changes are rolling out globally starting today across both iOS and Android.