Instagram has announced that its standalone IGTV app, as well as the in-stream video ads option, will be shut down soon. This may appear to be a step back for creator monetization, but Instagram plans to replace it with Reels sticker ads and other alternatives.
The company detailed the change in a blog post as part of its attempts to make video as easy to discover and create as possible. Instagram has stated that it will now concentrate on having all video on its main app, and that it would continue to simplify and improve video on the main Instagram app over the next months.
According to Instagram, “As part of our efforts to make video as simple as possible to discover and create, we will no longer be supporting our standalone app for IGTV. Instead, we will focus on having all video on the main Instagram app. We believe that this makes it easier for people to have all of these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app.”
Last October, Instagram scrapped the IGTV branding in favour of a new format called simply “Instagram Video,” which blended IGTV’s long-form video and Instagram feed videos. Instagram previously stated that the IGTV app would not be discontinued and will instead be rebranded.
Instagram has, however, restated its commitment on Reels, its short-form video TikTok competitor, as part of the announcement. The company claims that Reels is still the most important feature for app engagement growth and that it will continue to invest in the feature.
