When Instagram launched IGTV in 2018, the goal was to compete with YouTube by creating a platform dedicated to long-form vertical video content. It seemed like a game-changer.
But fast forward to today, IGTV has been phased out, and Instagram is focusing on other video formats, like Reels.
So, what went wrong with IGTV?
And how can creators and brands avoid falling into the same trap with new video features?
Let’s break it down.
1. Misunderstanding User Preferences
IGTV initially required users to create and watch long-form vertical videos, which were unfamiliar for creators used to horizontal formats on YouTube. Instagram expected users to quickly adapt, but this assumption was flawed.
People simply weren’t ready to spend significant time watching long videos in a vertical format.
Avoid the Pitfall: When adopting new features, think about how your audience consumes content. Is it something that aligns with their current habits? Take the pulse of your audience by running polls or asking direct questions: Do you prefer short Reels or longer videos? or How much time do you spend watching videos on this platform?
2. Lack of a Seamless Integration
Initially, IGTV wasn’t well-integrated with the rest of Instagram’s platform. Users had to download a separate app or go through several steps to access IGTV content, creating friction.
In contrast, Reels is tightly woven into the Instagram experience, making it easier for users to stumble upon content.
Avoid the Pitfall: Whenever a platform launches new features, it’s essential to integrate them smoothly into existing content strategies. Make your new content format easy to discover by linking it to your stories or regular posts. Ask your followers: Have you checked out my new videos? and guide them directly with swipe-up links or interactive story buttons.
3. Inconsistent Creator Support
IGTV struggled with attracting big-name creators and failed to offer incentives for smaller creators. Without a monetization system or dedicated audience, creators had no reason to invest time and resources into IGTV.
Avoid the Pitfall:
As a creator, focus on the video features that have support systems in place for growth and engagement. Make use of Instagram’s existing support for Reels through trends, audio libraries, and editing tools. Also, if you notice a feature gaining traction, don’t hesitate to double down and ask yourself: How can I leverage this feature to benefit my brand?
4. Overlooking Short-form Video Popularity
At the time of IGTV’s launch, platforms like TikTok were exploding with short-form video content. Instagram tried to do something different with IGTV by focusing on long-form video, but they underestimated the growing preference for shorter, bite-sized videos.
Avoid the Pitfall:
Follow trends closely, but don’t abandon what works. If shorter content is thriving, mix it with long-form to suit your audience’s preferences. Try testing this with your followers: Which do you like more? Quick tips or in-depth tutorials? Knowing what resonates ensures you don’t invest in content types that miss the mark.
5. Slow Adoption of Monetization Options
IGTV didn’t offer creators strong monetization options until much later in its lifecycle, long after many creators had lost interest. On platforms like YouTube and TikTok, monetization options were clear from the start, providing an incentive to produce quality content.
Avoid the Pitfall:
Before investing your time and effort into a new feature, research its monetization potential. For new video features like Reels, explore monetization early on by looking into brand deals, product placements, or affiliate marketing. You could even ask your audience: Would you be interested in sponsored content if it’s aligned with your interests?
6. Competition from Other Platforms
IGTV was introduced when video content on platforms like YouTube and TikTok was already dominating the scene. Instead of capitalizing on what Instagram was already known for—quick, digestible content—IGTV attempted to rival platforms built for longer-form content without offering something significantly different.
Avoid the Pitfall:
To stand out with new features, highlight what makes your content unique. Consider creating a series of videos that complement each other across platforms. Ask your followers: Do you want to see more behind-the-scenes content on Instagram or longer tutorials on YouTube? This way, you don’t end up competing against yourself.
Wrapping it Up: Lessons from IGTV’s Failure
IGTV’s failure is a reminder to always listen to your audience, pay attention to content trends, and embrace features that enhance the user experience without unnecessary friction. As Instagram continues to evolve its video features—whether it’s Reels, Stories, or any future developments—creators and
brands must be flexible in how they adopt these tools. Don’t rush to use every new feature just because it’s available; instead, align it with your audience’s needs and habits.
Engage with Your Audience
Ultimately, successful content is about connection. Here’s where you can make it fun and interactive:
- Poll Your Audience: “Would you watch more in-depth tutorials if I posted them here?”
- Ask for Feedback: “Have you seen the latest video format? What do you think of it?”
- Create Interactive Stories: Share behind-the-scenes decisions and ask, “What type of video do you want to see next: tutorials or tips?”
By keeping communication open and focusing on what your audience values, you’ll ensure that your efforts are well-directed and that you avoid IGTV’s fate.
So, what’s your plan for making the most of Instagram’s newest features? The key is in testing, listening, and adjusting.