Instagram ditches the IGTV brand, combines everything but Reels into an ‘Instagram Video’ format

By CreatorStack · 18 days ago

Instagram head Adam Mosseri recently said it was “no longer a photo-sharing app,” noting the company was prioritizing a shift into video amid significant competition from TikTok and YouTube. Today, Instagram is taking another step toward its larger goal of making video a more central part of the Instagram experience with news that it will now combine IGTV’s long-form video and Instagram Feed videos into a new format called simply “Instagram Video.”

These videos, both longer and shorter, will be found on users’ profiles in a new “Video” tab.

Meanwhile, when people encounter videos on Instagram, they’ll be able to tap anywhere on the video to enter into a fullscreen viewing mode. After watching, they can then choose to keep scrolling to discover more video content from creators or tap the back button to exit.

None of these changes will impact what Instagram is doing with Reels, though. The company’s short-form video platform and TikTok rival will continue to remain separate, we’re told. They won’t be mixed into this feed of videos, if users choose to scroll.

With today’s update, users will still be able to upload their non-Reels videos in the same way as before — by clicking on the plus sign (+) in the top-right corner of the Instagram home page and selecting “Post.” Videos can be up to 60 minutes in length.

Instagram is also adding new features like trimming, filters, and people and location tagging as part of the updated upload experience.

Longer videos, which would have previously been identified as IGTV videos, will show 60-second previews in the Feed, as they did before. However, if the video is eligible for ads, the preview will still be 15 seconds, also as before.