Instagram lets go of long-form video standalone app IGTV

Anne Freier | January 22, 2020

App Business

Instagram will be removing the IGTV button from its main home page in what feels like some admission that the standalone app failed to attract enough interest from users.

Only 7 million Instagrammers have downloaded the app since it launched back in 2018. Compared to the popular imaging app’s own one billion users, that’s a rather daunting result.

A spokesperson told TechCrunch, which first broke the news:

“As we’ve continued to work on making it easier for people to create and discover IGTV content, we’ve learned that most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app. Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app. We always aim to keep Instagram as simple as possible, so we’re removing this icon based on these learnings and feedback from our community.”

That’s not to say that IGTV won’t live on. The video app is embedded as part of Instagram. Users just clearly weren’t convinced they needed a whole second app to view long-form video content.

To watch longer videos, Instagram users just have to tap the Explore button.

Another issue with IGTV TechCrunch touched on involves monetisation. The lack of monetisation options may have hindered both publishers and creators from joining the app.

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