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Instagram rebrands IGTV as Instagram TV, will allow users to watch and upload lengthy videos from main app

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Highlights:

  • Instagram will be rebranding IGTV as ‘Instagram TV’.
  • The new Video tab on the app will help users discover new content on the platform more easily.
  • The videos, both longer and shorter, will be found on users’ profiles in a new “Video” tab.

The Facebook-owned app will display a new Video tab on the app that displays all video content under one umbrella. Video creators will now get handy features such as trimming, filters, as well as people, and location tagging. The company is rebranding IGTV as “Instagram TV,” and it’s getting rid of the exclusive IGTV video format. Videos posted to the main Instagram feed can now run up to 60 minutes long — a length previously reserved for IGTV videos — and you’ll no longer have to leave the main app to view them.

When people encounter videos on Instagram, they’ll be able to tap anywhere on the video to enter into a fullscreen viewing mode. After watching, they can then choose to keep scrolling to discover more video content from creators or tap the back button to exit. None of these changes will impact what Instagram is doing with Reels. The company’s short-form video platform and TikTok rival will continue to remain separate.

Instagram ditches the IGTV brand

The shift from the IGTV format to a more integrated video experience is likely driven by a desire to keep TikTok from growing and further eating into its user base. But taking on TikTok might mean changing the core experience of Instagram, which is likely why the company admitted that it was no longer a photo-sharing app earlier this year. The switch to a more seamless video experience might encourage creators to share more videos on Instagram and as a result, help them compete better.

The new Video tab on the app will help users discover new content on the platform more easily. The videos, both longer and shorter, will be available on users’ profiles in a new “Video” tab. The new features should already start appearing on Instagram on iOS and the best Android phones, although they may take some time to reach everyone.

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