Instagram is scaling back the visibility of IGTV. The platform is removing IGTV shortcut button from the Home screen of its flagship app.
When releasing IGTV, Instagram expected it to be a big hit. However, it quickly became clear that this wouldn’t be the case. The app launched with a number of issues: lack of an effective monetization system for creators, vertical video format only and just a general lack of interest. While Instagram updated it to support landscape video formats, making it easier on creators posting on multiple platforms, it still has a lot of the issues it did at launch. In total, IGTV has garnered 7 million downloads. That is a dismal number compared to the 1 billion Instagram users. By contrast, TikTok has gotten 1.2 billion downloads in a similar period.
Is Instagram scaling back IGTV?
Instagram says that the reason behind removing the shortcut is to make the interface easier to navigate. The platform wants to eliminate unnecessary clicks. Additionally, Instagram has learned more people are finding IGTV content through previews in feed, the IGTV channel in Explore, creators’ profiles and the standalone app.
“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,” an Instagram spokesperson told TechCrunch.
Why is it struggling?
As mentioned before, the main reason IGTV is suffering may be a lack of an effective monetization system. It is keeping creators from really investing time into IGTV. So, with a lack of creator content, naturally there will be a lack of community interest. IGTV has funded production costs for a few high-profile celebrities, but lacking a broader monetization system is keeping its creator community from growing.