Last October, Instagram merged IGTV and in-feed videos into one video format, dubbing it “Instagram Video.” They introduced a new Video tab on the user profile to make it easier for people to discover this combined format.
So, why did Instagram kill IGTV? Well, some Instagrammers initially found the choice of IGTV and feed videos to be confusing and irrelevant since they are similar. To solve this problem, the social media company announced its decision on October 5, 2021.
This merger offers new opportunities to brands and businesses, and here's what you need to know:
Top 4 benefits of the new Instagram Video format
1. Benefits to content creators
The multiple features of Instagram Video provide content creators with various ways to share their message and engage with followers. You can post this as a story or share it privately.
These videos can not only be used to tell the story of a brand but also offer a way to create engaging content that can be used for marketing, advertising, or even paid promotion on the platform.
2. Easier video uploads
Instagram Video makes it easier than ever to share engaging videos on your feed. The uploader is still the same, but improvements have been made in some places.
3. Easier to discover and analyze videos
Instagram Video now includes an early preview window that shows you the content for up to 60 seconds before opening it. This feature is also available if the video has ads, but viewers can only see 15 seconds of content.
4. Reach more audiences with video ads
Instagram In-Stream Video Ads are replacing IGTV Ads. Creators that meet the eligibility criteria can monetize their long-form videos and brands can always target audiences engaged with this content type (your video must be 60 seconds or shorter).
Video ads are powerful in what they can do to increase your reach. They allow you to reach new audiences by using visual storytelling to show people how special your products or services are.
What you should know about Instagram Video
Now, you can watch videos in full-screen mode by tapping anywhere on the video. If you're interested in watching more content from the same creator (or similar creators), simply swipe downwards; if not, tap the back button.
The new video preview policy means that users will have a lot more available to see when they start watching a video. The previews themselves are likely going to increase engagement for people who want to know more before tapping away from what they were doing.
\Since both insights have been merged, businesses and content creators can now make the most of their videos. You get to attract new viewers and prospective customers, plus effectively manage your postings without getting confused or overwhelmed.
Features of the new Instagram Video format
In addition to the features mentioned above;
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The format introduces a new tab - you can find this on your profile page. It’s a play button located at the top of the page, where IGTV used to be.
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The merger now makes it possible for users to easily trim and filter videos before posting, thanks to the new tools made available.
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You can tag people and locations in posted videos.
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You can upload video captions while posting videos.
Features that were maintained from IGTV
IGTV was the IG equivalent of YouTube. The company hoped to allow people from all over the world to share longer videos using the format. Instagrammers were able to contribute long-form videos and interact with others.
However, long-form videos never took off on the platform. The introduction of IGTV also coincided with the debut of TikTok, which offered many features that IGTV lacked—short, fun videos—and became hugely popular among users.
Even though IGTV didn't have a high uptake rate, they have opted to switch it to the Video section of Instagram. You will be able to upload both short and long videos with this format and also use popular features such as Insta Stories, as well as trimming and using filters.
So, IGTV and In-Feed videos are technically still available on Instagram - only merged for a cleaner experience. You can post videos by visiting your Instagram profile, clicking on the plus sign in the top right corner, choosing Post (from Camera Roll), and selecting the video you want to upload.
How many Instagram video formats are currently available?
Instagram has consolidated its video offerings to make it easier to manage them. With 6 formats instead of 7, you'll be able to handle your videos more efficiently.
When you click the + button on your profile page, you’ll see these options: Post, Reel, Story, Story Highlight, Live, and Guide.
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Instagram Stories are used for telling short videos of your daily life or promoting your product quickly. A video stays on for 24 hours before deleting itself, with each slide lasting up to 15 seconds.
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Story Highlights are Stories that stay on your profile for as long as you want, instead of the usual 24 hours on a separate tab.
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Instagram Reels are perfect for creating entertaining and trending videos. Videos can be up to one minute long.
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The Post video function on Instagram is great for uploading longer stories that can be 10 minutes long (up to 1 hour for certain accounts). This format makes it much easier to tell full stories in video form.
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Instagram Live lets people stream videos of what's happening right now. You can broadcast for up to four hours on Instagram Live and followers will be notified as soon as you're live.
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As for Guides, you have a curated list of posts with commentary. This is great for product recommendations, step-by-step guides, and package manuals that need to teach people about something.
The removal of IGTV from the list means that Instagram will have two destinations for longer-form content (Live and Post), which will allow you to plan better and create high-quality videos on the platform. It'll also be easier for viewers to discover these new videos.
Final thoughts
It's easy to see why so many people find Instagram useful and attractive - it began with a tiny user base but is now one of the most popular social networks in the world. This feat makes the platform even more appealing to creators and brands.
This improvement might have some side effects, but what it has done is truly fantastic for businesses and consumers. While it may have made the app a bit too "bloated" to work seamlessly, the merging of IGTV and in-feed videos was a really smart move.
Leverage the new opportunities and watch your social presence grow faster.
