Instagram Officially Closes Separate IGTV App, Reels Take Priority

With Instagram Reels still dominating the app, Meta has made the long-anticipated decision to discontinue the separate IGTV app.

In addition, Instagram removed its in-stream video ads option with their announcement. This change appears to be a set-up for a new sticker ad option for Reels that Instagram is looking to roll out soon.

Instagram says of the update:

“As part of our efforts to make video as simple as possible to discover and create, we will no longer be supporting our standalone app for IGTV. Instead we will focus on having all video on the main Instagram app. We believe this makes it easier for people to have all these features and abilities in the main app, and are excited to continue to simplify and improve video in the main Instagram app over the coming months.”

Short form video (like Reels) has performed incredibly well in terms of engagement, however for converting sales, long form video (like IGTV and in-feed video content) has proven better for driving income.

Therefore, this focus on Reels on Instagram could be part of a larger plan by Meta to encourage users to build their engaged audience on Instagram and then drive more traffic to Facebook Watch or other video options. This would all feed into Meta’s goal of revitalizing Facebook as a trending social platform for businesses and social sellers.

However, that is all still just speculation and either way, Instagram is committed to going all-in on Reels!

In addition to the end of IGTV update, Instagram also offered some quick tips to creating successful Reels.

  • Keep it Short. Our community loves short, entertaining videos – creating reels is the best way to do this.
  • Focus on Immersive. Optimize your video content to be viewed vertically. This means using high-resolution, 9 x 16 vertical videos with no borders, where text does not cover the majority of the screen.
  • Make a good first impression. Pull the viewer in within the first few seconds and keep them interested for the duration of the video. The first three seconds are critical!
  • Be consistent. Create an editorial calendar you can stick to. You don’t have to post a video every day; just be sure to go at a pace that works for you.
  • Avoid Visibly Recycled Content: We’ve heard that our community wants to see reels that are uniquely made for Instagram – this is what they find the most entertaining and inspiring. Avoid posting reels that are visibly recycled from other apps (i.e. contain watermarks).
  • Consider the Material. We avoid recommending reels that focus on potentially sensitive content, as well as content that is overly promotional or too commercial. You can refer to our Community Guidelines and Recommendations Guidelines for more information.

While so much is still uncertain with the ever-changing updates of social media, one thing remains clear: Reels and short-form video are the way to go on Instagram!

Which tip will you try to implement? Let us know in the comments!

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