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IGTV
Contents
IGTV was Instagram’s standalone app and in-app destination for longer videos from creators.12 Viewers could browse personalized recommendations from creators they followed or might want to follow, while creators could publish feed previews to help new audiences discover their videos.34 Friends could also use Watch Together to watch trending IGTV videos during a video call.5 Creators could earn a share of advertising revenue from their videos, and viewers could shop directly on IGTV to support their favorite creators.67 In October 2021, Meta’s Newsroom announced that IGTV and feed videos were being combined into Instagram Video, housed in a new profile Video tab, so creators seeking IGTV should look to that combined format.8
Watching IGTV videos
IGTV originally supported vertical videos lasting up to an hour.2 Instagram described creators, celebrities and entertainers using it to share exclusive content with their followers.2 The viewing experience later extended to Watch Together, which let friends watch trending IGTV videos during a video call.5
Finding recommended videos and creator series
IGTV had a shortcut pinned near the front of Explore’s navigation bar, giving viewers a direct route from Explore to its video selection.3 Programming available to watch included exclusive Drag Race España interviews with guest judges, eliminated contestants’ self-interviews and make-up tutorials.9 Meta’s Newsroom also highlighted Ramadan series featuring creators and networks such as Khalid Al Ameri, The Food Rangers, MBC and RCTI.10 These offered themed programming alongside entertainment tied to a television competition.910
Advertising revenue and shopping
IGTV’s advertising model gave creators a share of the revenue generated by ads during their videos.611 Ads initially appeared when viewers clicked through to IGTV videos from previews in their Instagram feed.6 An invitation-only program later offered US creators a one-time bonus for signing up for IGTV ads.11 Shopping provided another business feature: Mosseri said viewers could shop directly on IGTV to find products while supporting their favorite creators.7
How it has changed
- 2018
June
Instagram launched IGTV at a San Francisco event featuring creators who would contribute to the service.1
- 2019
February
Instagram enabled creators to publish IGTV previews in their feeds, later reporting increased viewing time and a surge in original content from creators of all sizes.4
May
Instagram announced support for landscape videos on IGTV.4
- 2021
July
Mosseri said he wanted viewers not to have to distinguish between Instagram’s video formats, with Reels remaining a longer-term exception for short entertainment.12
October
Meta’s Newsroom announced a new profile Video tab to house the combined video format.8
See also
References
- 1Welcome to IGTV, our New Video App
- 2The Best IGTV Videos on Instagram this Month
- 3Making Explore an Even Better Home for Your Interests
- 4IGTV Now Supports Landscape Videos
- 5Say to Messenger: Introducing New Messaging Features for Instagram
- 6Doing More to Support Creators on Instagram
- 7Now you can shop right on IGTV. And later this year we’ll start testing shopping on Reels.
- 8Creating Instagram Videos Just Got Even Easier
- 9Offering Exclusive Drag Race España Content
- 10Celebrating the #MonthofGood
- 11Investing $1 Billion in Creators
- 12@mosheh is a great news creator on Instagram, and my wife’s primary source of news these days.