New Ideas in Marketing
Essential news for marketers, summarised by YouGov

The IGTV icon will be removed from the home screen.

Aiming to simplify the process of uploading videos to IGTV, Instagram now enables users to upload IGTV content to the main feed just like photos and videos. This can be done by clicking the plus sign at the bottom of the navigation area of the feed.

According to an Instagram spokesperson, they want to create “a central place for video uploads” to streamline the experience for creators. The new feature will allow them to leverage the feed upload button for varying video lengths.

Instagram will also remove the IGTV icon from the upper-right corner of the home screen on mobile applications. Based on their learnings and consumer feedback, users are pre-dominantly discovering IGTV content through their feeds, Explore tab, creators’ profiles and stand-alone IGTV app.

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