Why Instagram Discontinued IGTV?

What is IGTV?

Instagram TV, abbreviated as IGTV, was a standalone video application for Android and iOS smartphones. When compared to Instagram feeds, it enables for lengthier videos. While it is available as a standalone app, it also has limited functionality within the Instagram app and website.

Instagram’s parent company Meta announced the discontinuation of IGTV on March 1, 2022, due to their emphasis on Instagram Reels. In mid-March, the app was withdrawn from stores, and all IGTV videos were incorporated into the Instagram app.

Former Instagram CEO Kevin Systrom debuted and announced the service on June 20, 2018, at a live event in San Francisco with creators such as Lele Pons.

Why IGTV Discontinued?

Instagram, the social media giant, has announced modifications to its video offerings, including the closure of the separate IGTV app.

Instagram’s intention to compete with YouTube in longer format video prompted it to assume it needed to build a distinct app for IGTV when it initially launched. Eventually, the videos began to surface in the main feed, leading to its demise.

The company changed the name IGTV as “Instagram TV,” and the special IGTV video format is being phased out. Videos on the main Instagram feed can now be up to 1 hour long — a length previously reserved for IGTV videos — and you won’t have to exit the app to watch them.

According to an Instagram representative, the previous app, now known as the Instagram TV app, will continue to be a “place for people to visit with the aim of viewing video.”

Pros and Cons

Pros –

IGTV allows you to provide extra value by increasing the length. For a detail discussion or a complex topic, it is much more reliable. You can make movies that address your clients’ pain issues, interests, and so on.
You may host your own version of a weekly show on IGTV. The video function allows you to upload series, which are videos that are all in the same genre. You can post videos on a weekly or biweekly basis that include, for example, interviews with influencers or an in-depth discussion of product categories. Customers who are seeking those can then find all of the relevant video under one handy tab, increasing viewership for you.
IGTV videos are a lot more visually appealing. On the Instagram Explore Page, it has its own dedicated tab. It provides you with numerous opportunities to reach new audiences. Set beautiful video thumbnails, for example, so that the viewer’s attention is capture into the videos right away.

Cons –

The main disadvantage of IGTV is that, there’s no option for monetization. There is no native advertising platform, unlike YouTube, so businesses have no direct motivation to develop detailed, high-quality content — simply audience interaction and establishing ad audiences for retargeting efforts.
The searchability of IGTV videos is similarly inferior to that of YouTube. People find IGTV videos depending on what the Instagram algorithm recommends, which is determined by the user’s interests and accounts followed. So, if people don’t find you organically, there’s no way to reach them with your IGTV video.
The duration of the videos may turn off a huge portion of your potential audience who have shorter attention spans. If your content does not immediately engage them, they may not watch all the way through.

Final Thoughts

In 2018 when IGTV first launch on Instagram platform, many creators along with audiences thought it could become something big. For many people, it was something that can compete with YouTube. But due to various reasons, it didn’t work out the way it was planned. But still, maybe it is stopped but the video feature of Instagram is still there. Therefore it has the ability to skyrocket in the near future.