Instagram will shut down its dedicated IGTV app. As the Instagram discontinues support for its dedicated video sharing platform, IGTV videos and other video-base content will continue to remain available in the main Instagram app.
Instagram is working on a new “ad experience” which will allow creators on the service to earn ad revenue from Reels.
This move comes two months after Instagram reveale that the service would “double down” on video content in 2022.
In a blog post, Instagram explain that it is shutting down the IGTV app, in order to make video content “as simple as possible to discover and create”.
Instagram had introduce a separate app for IGTV in 2018, intend to host longer vertical-format videos.
The Instagram merge its Feed Video and IGTV into Instagram Video last year, and the company says that it will continue to invest in Reels.
Instagram also announce that in-stream video ads (formerly known as IGTV ads) have also been discontinue, as part of the company’s focus on Reels.
The Instagram says content creators who were actively monetising with the help of in-stream video ads will receive a temporary monthly payment, base on their previous earnings.
Instagram also reveale that it is working on a new ad experience on Instagram for monestising content from Reels, which will enter testing later this year.
The Instagram head Adam Mosseri reveale the service’s roadmap for 2022, which include focusing on video on Instagram.
Meta launch Reels on the company’s Facebook app in over 150 countries, after the company lost a third of its market value following a dismal earnings report.
Instagram competitor TikTok on Monday began allowing users to upload videos as long as 10 minutes in a bid to challenge rival YouTube, which in turn is focusing efforts on short form content via its “Shorts” feature.
