Instagram has announced that it is combining IGTV and feed videos into one format, the aptly named ‘Instagram Video’.
The change will mean a new ‘Video’ tab on user profiles, which Instagram says will make it “easier for people to discover new video content.”
Users can still upload videos in the same way from the camera roll by clicking on the + sign in the top right corner of the Instagram home page and selecting Post.
Instagram is also introducing new features like trimming, filters and people and location tagging.
Creators can continue to cross-post their videos through Stories and share via direct message. Video previews in feed will now be 60 seconds long, unless the video is eligible for ads — in which case, the preview will still be 15 seconds.
Digital creator Henry Walnut, aka @henrytado, said: “as a creator, I think there shouldn’t be a divide between video formats on Instagram; feed video and IGTV should be just video.”
“When a person is looking for content to watch online they’re never specifically looking for long format or short format, they’re just looking to watch videos and be entertained. I’m glad I now won’t need to navigate to so many different surfaces to watch things on Instagram.”
The new Video tab will be the home for this combined video format, with Instagram highlighting the ease of access for users looking for video content made by a creator. However, the new function does not seem to include Reels, Instagram’s short form video offering which rivals TikTok.
Now, when watching videos on Instagram using the Video tab, viewers can tap anywhere on the video to enter fullscreen. They will also have the option to keep scrolling to discover new video content from creators that may interest them.
To make it easier to understand how videos are performing, we’re merging feed post insights and video insights into one combined metric for businesses and creators.
With Instagram Video, IGTV Ads are now called Instagram In-Stream video ads. Eligible creators can still monetize their long-form content, and brands can reach audiences engaging with long-form video. For businesses interested in boosting their videos to reach more people, videos must be no longer than 60 seconds in length.
