It seems that Instagram wants to boost short clips to replace long-form videos. Recently, the platform merged IGTV with feed videos while it experimented with converting Stories to longer Reels clips. Today, Instagram announces the removal of IGTV.
Instagram will be removing IGTV plus IGTV ads & shopping in the coming months. It is part of the platform’s ongoing effort to simplify video offerings through customized link stickers on Stories and Reels. Creators monetizing via IGTV ads will receive a temporary monthly payment based on their recent IGTV ads monthly earnings.
Instagram announces the removal of IGTV on 28 February 2022.
Implications for Marketers:
As Instagram announces the removal of IGTV, it offers a unique pathway for creator monetization – Reels. The process may be somewhat difficult as marketers cannot insert mid or pre-roll ads in a short clip. Yet, Reels has a bigger monetization potential when herded with Facebook Watch.