Instagram to turn off IGTV app, set to increase investment in stories

Instagram is shutting down its dedicated IGTV app, the company announced on Monday. As the company discontinues support for its dedicated video-sharing platform, IGTV videos and other video-based content will continue to be available in the main Instagram app, according to the company. Meanwhile, Instagram is working on a new “ad experience” that will allow creators on the service to earn ad revenue from Stories. The move comes two months after Instagram revealed that the service will “double down” on video content by 2022.

In one blog post decision announcement, Instagram explain that it’s off IGTV apps, to make video content “as simple as possible to discover and create”. Instagram introduced a separate app for IGTV in 2018, aimed at storing longer vertical format videos. Instagram unify Feed Video and its IGTV to Instagram Video last year, and the company says it will continue to invest in Reels.

Instagram has also announced that in-stream video ads (formerly known as IGTV ads) have also been discontinued, as part of the company’s focus on Reels. The company says content creators actively monetizing with the help of in-stream video ads will receive a temporary monthly payment, based on their previous earnings. Instagram also revealed that it is working on a new Instagram advertising experience for Reels monetized content, which will begin testing later this year.

In December, Instagram head Adam Mosseri disclosure the service’s roadmap for 2022, including a focus on Instagram video. Last month, Meta launched Emerging on the company’s Facebook app in more than 150 countries, after the company lost a third of its market value following a dismal earnings report. Meanwhile, Instagram’s competitor TikTok in Monday started allows users to upload a 10-minute video to challenge an opponent YouTubeis therefore focusing its efforts on short-form content through “Short” feature.