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Instagram Drops The IGTV Button From Main App



Instagram Drops The IGTV Button From Main App

Around 1 billion users have downloaded the IGTV standalone all in the 18 months since its launch. Now, Instagram has decided to remove the orange IGTV button from its homepage which might be due to its mediocre performance. In comparison, competitor video platform TikTok received 1.15 billion downloads in the period since IGTV launched in June 2018.

In the US, TikTok received 80.5 million downloads while IGTV reached only 1.1 million according to research by Sensory Tower. But we have to take into consideration that TikTok spent a huge sum of money to install ads. But it seems Instagram is yet to crack the code in the long video format.

“As we’ve continued to work on making it easier for people to create and discover IGTV content, we’ve learned that most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app. Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app” a Facebook company spokesperson told TechCrunch. “We always aim to keep Instagram as simple as possible, so we’re removing this icon based on these learnings and feedback from our community.”

But Instagram users don’t require a separate IGTV app to watch longer videos as the IGTV experience can be is embedded in the main app and can be accessed via in-feed teasers, a tab of the Explore page, promo stickers in Stories, and profile tabs. Also, the creators are lacking a primary way to earn money directly from their IGTV videos. This is where YouTube or Facebook watch has an upper hand. They are also not able to receive tips or sell exclusive content subscriptions like on Facebook or Twitch.

Though a small change, this will means that users will now have to dig deeper into the app to find IGTV content. They can download the IGTV standalone app but like the data reveals a very small proportion of the Instagram family bothered to do so.

Ben is a digital entrepreneur and founder of He is a technology passionate who loves sharing his ideas on smartphones and gadgets. He looks forward to imparting the spectrum of his insight and verdicts on the ‘Technology-driven world’ of today. He plans to take OntechEdge forward with the consistent support from you readers, friends and family! Ben Kemp is also author of the book "How To Tell a Story On Social Media in 2020". Direct email address: [email protected]


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