So long, IGTV, we knew thee… not very well at all, actually
Instagram has been making the push into video for quite a while. It was 4 years ago when the company launched IGTV, which — perplexingly — was both a separate app but also a feature within the main Instagram app.
Everything IGTV related is getting rebranded either to Reels or In-Stream video, depending on what feature you are looking for.
It’s a pretty interesting time for video content. Powers are shifting in unpredictable directions, and the companies are making very different moves. TikTok absolutely smashed the competition with its short form content, becoming the most popular app for 2021. In reaction, Instagram and YouTube both introduced their own short video features — Reels and Shorts.
As mentioned above — while the established giants are reacting, newcomer TikTok is now pushing for 10 minute videos. Will it have the power to smash YouTube? I am skeptical, as the creators and consumers that flock to TikTok choose to do so exactly for the to-the-point videos that can be both fun to create and to watch on repeat. Creators will definitely find it challenging to make 10-minute videos that actually get someone to hold their phone up for the entire duration, without swiping up off to the next one.