Did you even notice the orange IGTV button on the top right corner of your Instagram home page? According to Facebook’s data, most people didn’t. Launched in 2018, Instagram hoped IGTV would compete with YouTube, selling it as a home for vertical videos from influencers, vloggers, creatives and anyone that found the one-minute limit on the feed too short. Unlike traditional video platforms like YouTube, IGTV was designed for smartphones, and for a while, their videos were largely vertical.
IGTV exists as both a standalone app (available for both Android and iOS) as well as a standalone feature of the Instagram app. However, the IGTV app did not take off as expected, with only 1% of Instagram’s 7 billion users actually downloading the IGTV app, according to TechCrunch. This led Facebook to take a closer look at their analytics data and come to the decision of removing the IGTV button from the Instagram app. A Facebook representative had this to say to TechCrunch:
As we’ve continued to work on making it easier for people to create and discover IGTV content, we’ve learned that most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app. Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app. We always aim to keep Instagram as simple as possible, so we’re removing this icon based on these learnings and feedback from our communityFacebook Representative to TechCrunch
Just to clarify, Instagram isn’t killing IGTV, but rather removing the IGTV button from the user interface of the Instagram app. Even though the Facebook representative did not mention why Instagram users haven’t warmed up to IGTV, we can take a couple of guesses.
One could be the way people use Instagram. Most Instagrammers use the social network to keep in touch with friends and share snippets of their lives, and not watch a professionally-shot hour-long video that they could easily find on YouTube.
It could also be due to the lack of high-quality videos on IGTV due to lack of revenue for content creators. Have you ever intentionally clicked on the IGTV button or downloaded the standalone app? Let us know your thoughts in the comments section!
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