Why Instagram is getting rid of its IGTV app and what you should know about it

Instagram IGTV, Meta’s ill-fated YouTube competitor, will no longer be supported as the company focuses on keeping all video in the main app.

  • It’s true, Instagram is officially getting rid of its standalone IGTV app soon!
  • The official IGTV for iPhone and Android app will soon be removed from Apple’s App Store and Google’s Play Store.
  • In discontinuing IGTV, the Meta-owned company has acknowledged that it wants to funnel all video through the main Instagram app.

Why is Instagram discontinuing the IGTV app?

IGTV debuted four years ago in 2018 as an app focused on vertical smartphone video. But IGTV has seen its usage dropping as Instagram’s relentless pushing of reels began to take hold. According to the announcement made on the Instagram Blog for Creators, Instagram wants to consolidate all its video efforts under the Instagram Video brand. Read: How to repost Instagram photos, videos and stories

With IGTV getting pulled from Apple’s and Google’s stores, all videos will live in the main Instagram app to “make video as simple as possible to discover and create.”

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 this makes it easier for people to have all these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app over the coming months.

Any videos servers through the main Instagram app will support these features:

  • A fullscreen viewer
  • The option to tap to mute

“We are also working to create one, consistent way to share your videos, bringing together creation tools and offering new ways to discover content,” they said.

iDB’s take: A step in the right direction

These and other changes coming in the future should make watching video on Instagram a more enjoyable experience than it currently is. It definitely makes sense for Instagram to discontinue standalone video apps such as IGTV and focus all its energies on pushing reels and other native video formats through the main app.

What’s happening with Instagram Reels?

Marketing image featuring two device screenshots showcasing Instagram Reels on iPhone, set against a vibrant colorful background
Image credit: Instagram

Instagram is also continuing to build out its short-form video platform, dubbed Reels, which is slowly but surely becoming a very capable TikTok clone. “Later this year,” creators will be able to earn revenue from ads displayed on their reels.

Tips for creating Instagram video

Instagram shared these tips for all creators who publish on the service:

Keep it short

Our community loves short, entertaining videos—creating reels is the best way to do this.

Focus on immersive

Optimize your video content to be viewed vertically. This means using high-resolution, 9×16 vertical videos with no borders, where the text does not cover the majority of the screen.

Make a good first impression

Pull the viewer in within the first few seconds and keep them interested for the duration of the video. The first three seconds are critical!

Be consistent

Create an editorial calendar you can stick to. You don’t have to post a video every day; just be sure to go at a pace that works for you. Consistency is key!

Avoid visibly recycled content

We’ve heard that our community wants to see reels that are uniquely made for Instagram—this is what they find the most entertaining and inspiring. Avoid posting reels that are visibly recycled from other apps (i.e. contain watermarks).

Consider the material

We avoid recommending reels that focus on potentially sensitive content, as well as content that is overly promotional or too commercial. You can refer to our Community Guidelines and Recommendations Guidelines for more information.