Instagram removed the IGTV button from the main app as creators question how useful the feature is

Business Insider | 1/21/2020 | Connor Perrett
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Instagram removed a link to IGTV content from the main page of its app over the weekend, which some have said indicates the product has failed to meet expectations.

Launched in 2018, the vertical long-form video platform has failed to adopt mainstream success, and Instagram says it's trying to improve the service by implementing changes, like the removal of the unpopular button.

Creator - IGTV - Insider - Platform - Videos

A creator who uses IGTV told Insider even he doesn't quite understand the platform and said he wouldn't use it if he could upload longer videos to Instagram, which are limited to under a minute.

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Instagram - Weekend - Button - Screen - App

Instagram over the weekend removed a button from the main screen of its app that allowed users to access IGTV content, which it says is just one part in a series of moves the company is making to make the platform, which has been largely unpopular, easier to use.

In a statement to Insider, a spokesperson for Instagram listed several changes Instagram has made to the IGTV experience, which included removing the link to IGTV on the main page. Other changes include allowing creators to upload to IGTV using the same page they use to upload photos and videos to Instagram and the introduction of IGTV series.

People - IGTV - Content - People - IGTV

"As we've continued to work on making it easier for people to create and discover IGTV content, we've learned that most people are finding IGTV videos through previews in Feed, the IGTV channel in Explore, creators' profiles and the standalone app," the spokesperson told Insider. "Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app. We always aim to keep Instagram as simple as possible, so we're removing this icon based on these learnings and feedback from our community."

IGTV was launched by...
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