I remember recording a 20-minute video I intended to upload to Instagram as IGTV content. The video was a collaboration with a few of my content creator friends, and I was so excited to share it. Imagine my surprise — and confusion — when I logged into Instagram and couldn’t find the IGTV feature! I remember thinking, “Is IGTV gone?”

a woman posts a video to instagram video

The simple answer is yes, but don’t worry — there are still ways to share long-form content on Instagram. Here’s what you need to know about the fate of IGTV and video sharing on the app.

new data: instagram engagement report [2022 version]

What happened to IGTV on Instagram?

In October 2021, Instagram scrapped IGTV as the social network shifted its focus toward video content. IGTV was combined with in-feed videos, forming the new Instagram Video feature. In July 2022, the Instagram Video and Instagram Reels tabs were consolidated to create a singular space for all video content, and all videos will be shared as Reels.

instagram announces all videos are being uploaded as reelImage source: Instagram

So, if Instagram wants to pivot more toward videos, why would it do away with IGTV? Well, IGTV focused on long-form videos in the hopes that it could compete with YouTube. However, TikTok soon rose in popularity, and TikTok’s short-form videos became more popular among social media users.

To remain competitive, Instagram discontinued IGTV and launched Instagram Reels before launching Instagram Video.

How Instagram Video is Different from IGTV

For starters, Instagram TV was a standalone app dedicated to long-form Instagram videos, though the feature’s basic functionality was available on the main Instagram app and website. In contrast, Instagram Video houses all video content in a tab on the user’s profile and feed within the Instagram app, so there’s no need for a separate application.

Another difference is that a video uploaded via mobile to IGTV can be up to 15 minutes, while desktop uploads can be up to 60 minutes. However, all video content uploaded to Instagram Video can be up to 60 minutes long, regardless of how it’s uploaded.

Any video uploaded to Instagram less than 15 minutes long will be displayed as a Reel as of July 2022.

To compete with TikTok, Instagram Video features include different tools, such as trimming, filters, and the ability to tag people and locations.

screenshot of instagram reel and its features

Instagram also changed IGTV ads to “in-stream video ads” that are no longer than 60 seconds.

Where to Find Instagram Videos on Your Profile

The Instagram Video tab, now merged with the Reels tab, can be found under a user’s bio between the tabs for the user’s grid and tagged content. Before, video content could be found in different areas around the app instead of in one dedicated place.

screenshot of instagram gridImage source: Instagram

Instagram is constantly evolving to compete with new social networks like TikTok and to keep its place as a fixture in the creator economy. So, users can expect even more changes in the future as Instagram continues to prioritize videos over photos.

instagram stats for business

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