IGTV video button disappears, Instagram admits failure?
IGTV video is not convincing. Instagram has removed the IGTV button from the official application, the tool seems to have disappointed .
On the over 1 billion people who use Instagram , the application dedicated to IGTV, still available in the various official stores, has won only 7 million users . A disappointing result, which would have prompted the company to remove the quick link in the main app.
Only a year and a half ago, or so, Instagram announced the launch of IGTV, but Instagram TV does not seem to have achieved success hoped for by the social network.
IGTV allows creatives to share videos with a longer duration than the limits imposed by the social network. With IGTV the duration of the videos is significantly increased (up to 10 minutes) . The goal was to achieve unlimited airtime .
In fact, Instagram was trying.
Last October, Instagram launched the IGTV series . These allowed IGTVs to be placed in a separate category, with its own title and description. A kind of video podcast .
An interesting idea, but one that has never taken off. In fact, content creators have been discouraged by the absence of monetization, unlike what happens on YouTube and TikTok .
The latter, in particular, is achieving a truly incredible success: the Chinese social network passed the milestone of 1.5 billion downloads .
In the United States alone, TikTok received 80.5 million downloads compared to 1.1 million IGTV , according to research commissioned to TechCrunch by Sensor Tower.
The IGTV video application is still available in the Google Play Store and App Store
On the other hand, the IGTV video button, located in the official application, which allowed quick access to the contents of the video platform, disappears. This move would seem to be an admission of lackluster results.
It will still be possible to upload movies with a duration of more than 1 minute and it would seem that they are still visible in the “Explore” screen.
A spokesperson for Faceboook communicated to the editorial staff of the TechCrunch site:
“Few users click on the IGTV icon in the upper right corner of the main Instagram screen,” a spokesperson for the Facebook company told TechCrunch. “We always aim to make Instagram as simple as possible, so we’re removing this icon based on the results and feedback from our community.”
Instagram users don’t need the separate IGTV app to watch longer videos, as the IGTV experience is built into the main app and can be accessed via the feed, the Explore page, and in user profiles.
However, the fact that it wasn’t an attractive enough destination shows that IGTV hasn’t become a staple like it has been with previous launches including video, Stories or filters AR.
One of the problems that did not allow the rise of IGTV video is related to the fact that to date IGTV does not allow authors to monetize views as, for example, YouTube and Facebook do.
Instagram recognizes a reimbursement for expenses incurred only to some celebrities and a few influencers. Those contracts also require creators to avoid content related to politics, social issues or elections, according to Bloomberg’s Lucas Shaw and Sarah Frier.
“In recent years we have offset the small production costs for video creators on our platforms and have put some guidelines in place,” a Facebook spokesperson told Bloomberg.
Another thing missing from IGTV is views !
BabyAriel, with nearly 10 million followers, considered by Instagram as IGTV’s top creator, has posted 20 longer videos, but only one received over 500,000 views.
When monetization is lacking and fewer views are recorded than YouTube and TikTok, it’s understandable why some creators may be reluctant to spend time on IGTV.
IGTV was launched for long-form vertical videos.
However, Instagram co-founder Kevin Systrom in August 2018, said “What I’m most proud of is that Instagram has taken a stand and tried a new thing which is frankly difficult to make. Full screen vertical videos for mobile devices only. This doesn’t exist anywhere else “.
But this interesting idea, especially for content creators, wasn’t enough to get IGTV video off the ground.
Are we facing another goodbye?
If Instagram doesn’t want to say goodbye to IGTVs, it has to attract creators by paying them for their content.
If, on the contrary, Instagram has already decided to eliminate the feature, it would be worth investing in the TikTok clone, Reels. It could thus have the competition with Chinese social media in its grip.
For a company that wins by betting big, moving fast, IGTV represents a failure .
It must be admitted: with TikTok Instagram is entering an era of much stronger competition than in the past with Snapchat.
It is not clear what Facebook’s intentions are regarding the project, but the hypothesis of an abandonment cannot be ruled out.
We just have to wait and find out if IGTV will continue to hold out for a long time.