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Instagram put IGTV back (almost) in the closet

Videos on Reels can be up to 60 minutes long. Instagram signs the end of IGTV? Not really, but almost.

Since its launch in June 2018, Instagram’s third-party application has struggled to find its place. While the time is rather for short formats with its main competitors, and especially TikTok, the social network owned by Facebook has obviously failed to position itself in the sector. Blame it on an offer that was too obscure, which was intended to compete with YouTube without really giving itself the means.

For those who would have missed IGTV, these are more or less long videos offered by the social network; a feature that allows the distribution of content in vertical format that can reach 60 minutes. Designed as an immersive experience, IGTV was nevertheless based on a hybrid process, which consisted of promoting the videos via the feed, but watching them in their entirety on another application.

An abandonment ? not really

While Instagram seems to be focusing its efforts on the Reels, the new format that wants to compete with TikTok, the company has not forgotten IGTV. Yesterday, she renamed it Instagram TV and at the same time gets rid of the format exclusive to the platform. From now on, videos on Reels can reach 60 minutes, thus rendering IGTV’s positioning obsolete. However, the firm insists that the tool remains “A destination for people who want to watch videos”.

It remains to be seen whether this new positioning will allow Instagram to give new impetus to its Reels, and to perpetuate the Instagram TV model. Facebook will probably have to think about paying its creators, who are turning more to TikTok and YouTube to put butter in the spinach. If Facebook has promised to pay nearly a billion dollars to its users by 2022, it is still one of the few platforms that does not offer an integrated compensation system.

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