Instagram is dropping the IGTV button after claims that only a few users click to it. Most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app according to an Instagram spokesperson
Instagram launched IGTV extension to serve users as along-term video service a rival to youtube. At most, only 7 million of Instagram’s 1 billion-plus users downloaded the IGTV app in the 18 months since launch.
According to an Instagram spokesperson on Techcrunch, he notes that what they are simply doing is to Instagram as simple as possible. The removal of the application is purely based on the feedback and learning from the Instagram community.
Techcrunch notes that Instagram users don’t need the separate IGTV app to watch longer videos. The IGTV experience is embedded in the main app and is accessed via in-feed teasers, a tab of the Explore page, promo stickers in Stories, and profile tabs.
Further, it wasn’t an appealing enough destination to warrant a home page button. IGTV hasn’t become a staple like past Instagram launches including video, Stories, augmented reality filters, or Close Friends.
Another thing that could have caused the failure is the fact that IGTV users don’t get any revenues. Unlike YouTube and Facebook where content creators can earn a living through the ads, they post on the pages.
Actress Amanda Cerny one of the content creators on IGTVsays, her views now match those on her grid. She’s averaging millions of viewers per video now. Currently, she is transitioning away from her YouTube channel, even though she monetizes it.
Although she can’t monetize her IGTV videos directly, Cerny says brands always look at her following first. It can help her build sponsorship deals from that following. She prefers sponsored content because she approves the brand deals herself, and she feels they match up with her values.
For such users, all hope is not lost. Users will still post IGTV videos using the same video-upload interface as they use for their main feed.
AdWeek Social Pro reported that Instagram is folding IGTV deeper into its app rather than providing it more breathing room of its own and that it’s eager for more content, you can now opt to post IGTV videos right from the main Instagram feed post video uploader.