Instagram is shutting down standalone IGTV app

Instagram announced that it will no longer be supporting its standalone IGTV app in order to focus on having all video on the main Instagram app. The app will be removed from the app stores in March. 

Instagram also announced that In-Stream video ads, previously known as IGTV ads, will no longer be supported, because of its focus on Reels. The company noted that creators that are actively monetizing with In-Stream video ads will receive a temporary monthly payment based on recent earnings.

In addition, Instagram states that it is working on a new ad experience for Reels. “We’re exploring more ways for you to earn by creating reels that entertain our community. In addition to bonuses, later this year we will begin testing a new ad experience on Instagram, which will allow creators to earn revenue from ads displayed on their reels.” the company said

The reason for this move is that the company wants to simplify how people create and enjoy videos on Instagram and make Reels a more central part of the experience. This seems to be part of the company’s goal of doubling its video focus by this year, as Adam Mosseri explained at the end of 2021. 

In October 2021, Instagram had merged IGTV and feed videos under the Instagram Video format to allow users to find new video content more easily. 

Written by Sophie Blake


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