Instagram is taking another step toward its larger goal of making video a more central part of the Instagram experience by combining IGTV’s long-form video and Instagram Feed videos into a new format dubbed simply “Instagram Video.”

These videos, both longer and shorter in length, will be found on users’ profiles in a new “Video” tab, allowing users to browse an account’s video content in one place.

Meanwhile, when users come across videos on Instagram, they will be able to enter a fullscreen viewing mode by tapping anywhere on the video. They can either keep scrolling to discover additional video content from creators or exit by hitting the back button after watching.

None of these adjustments, however, will have an influence on Instagram’s Reels strategy. The company’s short-form video platform and TikTok competitor, according to our sources, will remain distinct. If users opt to scroll, they will not be merged into this video feed.

All Instagram Feed videos can now be up to 60 minutes in length. For longer recordings, standard post-editing options such as reducing video material, applying filters, and adding account and location tags will be accessible. For longer-form content, users will be able to generate 60-second previews.

Before this shift, IGTV was already losing ground as a single product and brand. Due to a lack of interest, Instagram removed the orange IGTV button from its home page in early 2020. According to Sensor Tower analysis, just about 7 million of Instagram’s 1 billion-plus users had downloaded the standalone IGTV app at the time of the announcement. The company believes that the app had 18 million instals worldwide as of August 31, 2021, across the App Store and Google Play.

Instagram justified its decision to remove the button by claiming that the majority of Instagram users discovered IGTV content through previews shared in the Feed and Explore. However, critics and producers stated that IGTV as a standalone product was primarily causing clutter and confusion in the flagship app, despite the fact that the standalone IGTV app failed to attract a huge number of users.

Users will be able to upload non-Reels videos in the same way they did previously, by clicking on the plus sign (+) in the top-right corner of the Instagram home page and selecting “Post.” The length of a video can be up to 60 minutes.

Instagram is also adding additional tools including editing, filters, and people and location tagging as part of the overhauled upload experience.

According to Instagram, creators will be able to cross-post their videos to Stories and share them via Direct Messages.

With these modifications, Instagram hopes to provide a more simplified video experience. The app will still identify videos by length if Reels are kept distinct. 

Contact The Social Lions to stay up to date on everything digital marketing has to offer. A digital marketing agency in Mumbai aimed at growing and improving your brand.