Instagram Is Rebranding IGTV as Instagram TV

Social media platform Instagram admitted that its feature for sharing long-form video, IGTV, is unsuccessful. Therefore, the company announced an updated feature called Instagram TV.

Starting today, we’re combining IGTV and feed videos into one format - Instagram Video.

We’re 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. pic.twitter.com/yVZYrgPX3d
— Alexandru Voica (alexvoica.eth) 💀 (@alexvoica) October 5, 2021

From now on, users will be able to publish videos of up to 60 minutes long directly in the Instagram feed, while previously, they could be found in a separate section of IGTV. This means users will no longer need to leave their feed to watch longer videos.

IGTV was introduced in June 2018. It was meant to be the mobile equivalent of YouTube and a space for watching longer videos.

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Recorded News — Tech NewsBradley Rhodes

But two months after the launch of IGTV in the US, TikTok was launched, and Instagram is now trying to compete with the app by changing its format.

In 2020, Instagram launched Reels, an analog of TikTok, which allows you to record 30-second short videos.