Instagram to shut its standalone IGTV app and in-stream video ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 01, 2022, 12:19 PM GMT+0

The removal of IGTV will be a step away from longer videos towards short-form videos on Instagram.

In a recent announcement, Instagram said that its standalone IGTV app and in-stream video ads will be discontinued in the coming months, as Reels continue to boost engagement. The Meta-owned platform plans to replace IGTV with sticker ads for Reels and other monetising options.

By shutting down IGTV, the company hopes to make video discovery simple. All the videos will be hosted on the main Instagram platform to make it easier for users to access all the features. As part of its wider integration, Instagram withdrew the IGTV branding in October 2021.

Further, Instagram is focusing more on Reels. Creators that monetise in-stream video ads on IGTV will receive a provisional monthly payment depending on their recent revenue.

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