Instagram has made it official, IGTV as it’s own separate entity is no more. It will be merging its long-form IGTV offering into a more general ‘Instagram Video’ format, which ideally will make a more streamlined Instagram experience.

As explained by Instagram:

“Starting today, we’re combining IGTV and feed videos into one format – Instagram Video. We’re also introducing a new Video tab on your profile, where this combined video format will live, to make it easier for people to discover new video content.”

Not only this but in addition Instagram’s also including new trimming tools and filters for all uploaded video clips, as well as location tagging in videos something that was previously not available for IGTV.

The actual posting process for video clips will be the same, but in-feed previews are changing:

“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.”

This means that members will be able to view more of your content without having to tap through, which could help generate more interest, and will have impacts for those looking to maximise engagement with their in-stream previews.

Last but not least, Instagram is also changing the name of its video ads:

“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.”

The question which has arisen from all of this then is whether Instagram/Facebook has procrastinated for too long to simplify the platform, which may have caused previous creators or users to turn away to the likes of TikTok? Only time will tell but it seems Instagram has finally jumped on the bandwagon in simplifying the app.