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Instagram Removes The IGTV Button and Here’s Why

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IGTV Button

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,

The adoption of IGTV has been rocky. Analysts previously told CNN Business that IGTV hasn’t been as successful as the Stories tool. Most celebrities and brand ambassadors aren’t really doing so much with the app.

There’s No Money On IGTV

Some social media influencers said a big reason IGTV hasn’t been popular is because there’s no way for them to make money from the feature. On YouTube, similar-length videos can include ads that generate revenue for creators. Most people really don’t watch content on IGTV so, most influencers don’t really create for that platform. TikTok and YouTube give a much better platform for such content.

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.

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.

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