The infamous IGTV button is gone. When was the last time you used it? Did you even notice it was gone? Instagram is removing the IGTV button from the top right corner of the Facebook-owned app’s home screen. Did we ever really use it though?

What Does Instagram Have To Say About This?

“Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app.” Instagram says it decided to remove the button after discovering that relatively few people were tapping it. “Most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app,” an Instagram spokesperson told TechCrunch,

Competition

TikTok, a video sharing app, has also exploded in popularity, while IGTV hasn’t resonated nearly as much. It racked up roughly 700 million downloads in 2019, according to Apptopia. The number of IGTV downloads are much smaller: only 6 million, the firm said.

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I prefer it on Telegram

It’s a minor, but welcome change to Instagram’s interface. I can’t remember the last time I went on Instagram to purposefully watch IGTV content. Of course, you can also download the standalone IGTV app, but data suggests that a relatively small proportion of Instagram’s billion-plus users have bothered to do so, in comparison with the millions that have downloaded rival video app TikTok. Instagram has had it’s ups and downs this year and they can only ope to have another breakthrough season or it will soon be overtaken.