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Instagram merges all videos, introduces Instagram Video

Instagram has merged IGTV and feed videos into one new platform called Instagram Video! Find out what this means for you.

Posted 1 year ago
instagram merges igtv video

Written by

Mackenzie Taylor
Posted 1 year ago

Last week Instagram said “thank u, next” to IGTV and merged IGTV and feed videos into one format: Instagram Video.

For a while now, Head of Instagram, Adam Mosseri, has been making subtle hints that there was going to be a new and improved video experience coming to the app soon, and now we have it!

But why the change? Well, it’s another way for Instagram to compete with their top competitor: TikTok. The new video format, it provides a clear distinction between Instagram Reels, something Instagram has been wanting people to use more and more and more.

With the change, Instagram has introduced several new features to Instagram video, including:

  • 60-second Feed Previews*
  • A new Video tab on Profile
  • Trimming
  • Ability to upload captions
  • People and location tagging

*Previews will be 15 seconds when a creator uses in-stream Video Ads.

The new Video tab will replace the old IGTV tab on profiles with a new “play button” icon (cute!).

So what does this mean for your Instagram Analytics? Your IGTV and feed video analytics will now be available under a new “videos” tab in Instagram Insights rather than in separate areas.

If you ask us, the new Video format looks sleek and sexy in the feed (yes, we just called a new video feature sexy), and seems to be an easy transition from having a variety of different video options like previously.


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