Instagram adds new format, combines IGTV and feed videos

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Instagram is combining IGTV video concept and feeds video in a single entity called Instagram Video. Videos that are posted on the feeds can now be 60 minutes long. Previously, this length was reserved for IGTV videos only and to view those videos users had to leave the main app. IGTV was launched in 2018, allowing users to create and add longer videos. With the new format, the company aims to simplify the process of discovering videos of all lengths on a single platform. For that, the platform is adding a new Video tab in the user profile.
Users can now simply upload videos up to 60 minutes long by tapping on the ‘+’ at the top right corner of the home page. Video preview on the main feed will be 60 seconds long and the length will be restricted to 15 seconds if the video is eligible for ads. The company is also rebranding the IGTV app as the Instagram TV app and it will also continue to work like it used to.
“Creators can continue to cross-post their videos through Stories and share via direct message. Using all our surfaces provides multiple ways for creators to tell their stories and engage with their communities. 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.” the company revealed in a blog post.
“To make it easier to understand how videos are performing, we’re merging feed post insights and video insights into one combined metric for businesses and creators.” the blog read further.
Since the launch of TikTok, the company has primarily focused on short-video format and introduced Reels to the platform. Instagram Reels has been quite popular worldwide since its launch and it recorded a significant jump in India after the ban on its Chinese rival. The short video concept is slowly making its way to Facebook as well.

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