in ,

Instagram is shutting down IGTV; to concentrate on the main app

Instagram’s IGTV is going away after failing to dent YouTube’s unassailable lead in video hosting.

Instagram’s experiment in competing with Google has come to an end officially. The social network will no longer support the IGTV app, which it launched standalone in 2018 to replicate what YouTube does. Now, Instagram will keep all videos within its main app.

In a blog post, Instagram explains why IGTV is shutting down. “As part of our efforts to make video as simple as possible to discover and create, we will no longer be supporting our standalone app for IGTV. Instead, we will focus on having all videos on the main Instagram app. We believe that this makes it easier for people to have all of these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app over the coming months.”

Now, more attention will be paid to the Reels feature of the Instagram app, a shameless copy of TikTok’s offering. However, all videos in the main app will have a full-screen viewer and tap to mute as the Meta-owned platform tries to make video sharing consistent.

Instagram had high ambitions when it released the IGTV app to take on almighty YouTube by being the repository of long-form videos, the opposite of what Instagram was known for. The videos from IGTV were promoted heavily inside the Instagram app, featuring on the Explore page and showing up in stories and in users’ feeds.

However, a few years down the line, even Instagram knew IGTV wasn’t turning out to be a success. It removed the button that took users to more IGTV content because few people were clicking it. Last year, the name of the app was changed to Instagram TV.

Instagram is still focused on videos despite IGTV and its In-Stream ads. In fact, Instagram no longer sees itself as a photo app, even though that was what started it all. It now wants to compete for eyeballs with YouTube and TikTok and become the top destination for online entertainment.

Some of Instagram’s effort in this regard includes cash incentives of up to $35,000 for creators to post content to Reels. It has also stepped up its game of cloning different TikTok features.

According to its blog, more changes are coming. “As part of our efforts to make video as simple as possible to discover and create, we will no longer be supporting our standalone app for IGTV. Instead, we will focus on having all videos on the main Instagram app. We believe that this makes it easier for people to have all of these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app over the coming months.”

For creators that have been monetizing their content on IGTV, Instagram promises to take care of them. “Because of our focus on Reels, in-stream video ads (previously known as IGTV ads) will no longer be supported. Creators that are actively monetizing with in-stream video ads will receive a temporary monthly payment based on recent earnings.”

The blog also offers tips for the creators who will now have to come over to the main Instagram app so that they can quickly settle down.

Written by HackerVibes

Realme announces its new flagship, the GT2 Pro

Lucid Motors cut down production target for 2022; lost $5 billion last year