2 min read

Say Goodbye to IGTV and Welcome Instagram Video

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That’s right, Instagram is merging IGTV and Feed videos into a single format: Instagram Video. And also introducing a new Video tab on your profile, where this combined video format will live, to make it easier for people to discover new video content.

If you follow the Head of Instagram, Adam Mosseri, he has been hinting at a more “simplified video experience” on the platform for a while now. 

"We love that our creator community has embraced video as a key format to tell their stories, entertain, and connect with their audiences, and that’s why we want to make it even simpler to create and discover videos on Instagram." - Instagram Business Team

New features for Instagram Video

  • A new Video tab on Profile

  • Trimming, filters

  • Ability to upload video captions

  • People and location tagging

  • 60 second Feed Previews (15 seconds for In-stream Video Ads)

Screenshot 2021-10-21 at 13.55.06

Source: business.instagram.com

It’s still unconfirmed how IGTV series content will take form on the new platform, or whether the ability to download and share an Instagram Live will still exist.

Plan, preview, and automatically publish your Instagram posts in advance with our Scheduler – for free! No credit card details required. 

New Ways to View and Analyze Videos

The new Video tab will be the home for this combined video format, making it easier for people to find content from creators they love. When watching videos on Instagram, viewers can tap anywhere on the video to enter fullscreen. They will also have the option to keep scrolling to discover new video content from creators that may interest them.

To make it easier to understand how videos are performing, we’re merging feed post insights and video insights into one combined metric for businesses and creators.

Screenshot 2021-10-21 at 13.55.40

Source: business.instagram.com

Reach New Audiences with Video Ads

With Instagram Video, IGTV Ads are now called Instagram In-Stream video ads. Eligible creators can still monetize their long-form content, and brands can reach audiences engaging with long-form video. For businesses interested in boosting their videos to reach more people, videos must be no longer than 60 seconds in length.

Video is the home for visual storytelling. We’re excited to see how creators on Instagram continue to make standout content that inspires people to create themselves.

Sum-Up: What Does This Mean For You?

This change should make our lives a little simpler. There is now only one destination for longer-form content on Instagram – which should make content planning, creation, and discoverability on the platform easier

To sum it up, we now have four video formats to work with on Instagram. 

  1. Instagram Stories: For informal, everyday videos that last 24 hours, split into 15 second slides 

  2. Instagram Reels: For quick and entertaining videos paired with audios up to 60 seconds in length

  3. Instagram Video: For longer-form storytelling up to 60 minutes in length

  4. Instagram Live: For real-time streams up to 4 hours in length


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