I remember recording a 20-minute video I intended to upload to Instagram as IGTV content. The video was a collaboration with a few of my content creator friends, and I was so excited to share it. Imagine my surprise — and confusion — when I logged into Instagram and couldn’t find the IGTV feature! I remember thinking, “Is IGTV gone?”
To remain competitive, Instagram discontinued IGTV and launched Instagram Reels before launching Instagram Video.
For starters, Instagram TV was a standalone app dedicated to long-form Instagram videos, though the feature’s basic functionality was available on the main Instagram app and website. In contrast, Instagram Video houses all video content in a tab on the user’s profile and feed within the Instagram app, so there’s no need for a separate application.
Another difference is that a video uploaded via mobile to IGTV can be up to 15 minutes, while desktop uploads can be up to 60 minutes. However, all video content uploaded to Instagram Video can be up to 60 minutes long, regardless of how it’s uploaded.
Any video uploaded to Instagram less than 15 minutes long will be displayed as a Reel as of July 2022.
To compete with TikTok, Instagram Video features include different tools, such as trimming, filters, and the ability to tag people and locations.
Instagram also changed IGTV ads to “in-stream video ads” that are no longer than 60 seconds.
The Instagram Video tab, now merged with the Reels tab, can be found under a user’s bio between the tabs for the user’s grid and tagged content. Before, video content could be found in different areas around the app instead of in one dedicated place.
Instagram is constantly evolving to compete with new social networks like TikTok and to keep its place as a fixture in the creator economy. So, users can expect even more changes in the future as Instagram continues to prioritize videos over photos.