Instagram

Instagram Merges IGTV and Feed Videos – Here's What It Means For You


By Jillian Warren

Published October 6, 2021

2 minute read

Say goodbye to IGTV and hello to Instagram's newest video format...

Starting today, IGTV will be no more.

That’s right, Instagram is merging IGTV and Feed videos into a single format: Instagram Video.  

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

  • Trimming

  • 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 user’s 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.

Based on what we know so far, it sounds like most of the existing IGTV features will be repackaged in the new Instagram Video format. It’s still unconfirmed how IGTV series content will take form on the new platform, or whether the ability to download and share an Instagram Live will still exist.

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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. 

  1. Instagram Stories: For informal, everyday videos that last 24 hours, split into 15 second slides 

  2. Instagram Reels: For quick and entertaining videos (usually to trending audio) up to 60 seconds in length

  3. Instagram Video: For longer-form storytelling up to 60 minutes in length

  4. Instagram Live: For real-time streams up to 4 hours in length

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 (phew!). 

What do you think about this change? Join the conversation over on Later’s Instagram account

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