Reels is trying to expand its short-form video offering while also improving its larger video offering to assist users and creators to make the most of their content options, as the Meta-owned social platform continues to produce strong engagement on Instagram.
In keeping with this, Instagram has stated that its own IGTV app would be shut down soon, as well as the opportunity for in-stream video adverts. This may appear to be a step back for creative monetization, but Instagram plans to replace it with Reels sticker advertisements and other alternatives.
Instagram will no longer maintain its separate app for IGTV as part of its attempts to make videos as easy to discover and create as possible, according to the company. Rather, the firm will concentrate on making all videos available through the main Instagram app. They believe that having all of these features and capabilities in the main app makes it easier for people to use, and they are thrilled to continue to understand and enhance video in the main Instagram app.
That makes sense; when Instagram discontinued the IGTV name in October as part of a larger merger of its video products, it seemed likely that the IGTV app would follow suit. However, this indicates a broader trend away from long-form content, which has been a key income generator in other video apps.
Short-form content is wonderful for engagement, but it’s challenging to monetize because 30-second snippets don’t allow for mid- or pre-roll commercials. That’s why YouTube has been promoting its own short-form video format, ‘Shorts,’ as a supplemental channel to assist producers to expand their main content stream, and TikTok has been experimenting with longer snippets as well.
In this view, the downfall of IGTV, as well as the general shift away from longer videos, appears to be a step backward for Instagram, as seen by its second announcement:
“Because of our focus on Reels, in-stream video ads (previously known as IGTV ads) will no longer be supported. Creators that are actively monetising with in-stream video ads will receive a temporary monthly payment based on recent earnings.”
Not only is Instagram shifting away from longer-form content, but it’s also getting rid of its in-stream ad option, which will limit producers’ monetization options. This, too, is in opposition to the goals of other video apps. At the same time, Meta has recently launched Reels on Facebook, where it is actively promoting Facebook Watch programs and in-stream video ads, giving Facebook users a more diverse video offering.
In any case, Instagram is going all-in on Reels, which makes sense from a competitive standpoint given that Reels is the largest driver to engagement increase in the platform.
