The Real Reason Why Instagram Ditched The IGTV Button

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Despite all the rumors, there is a very simple reason why Instagram decided to remove the IGTV button from its app: few people use it to get to IGTV content.

A lot of people have been talking about it: this week Instagram made a “surprise” move to remove the IGTV button from its app. But the real reason is simple: app real-estate is a rare and very valuable space. As explained by an Instagram spokesperson, “very few (users) are clicking into the IGTV icon.”

Instead, members of the Instagram community are “finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles, and the standalone app.” I, for one, will agree with this. I have never tapped on the IGTV button, not even by curiosity. However, should a long-form video catch my attention in my feed, I, more often than not, will tap to “view more” on IGTV. Although I never really pay attention to it being hosted on IGTV.

But the decision to remove the button also stirs other concerns. Yes, freeing valuable estate on the app is key, but many marketers are also questioning whether IGTV is still a platform worth investing in, if it ever was. Recent reports are showing that Instagram is far from winning the video format game. TikTok has generated 80 times more downloads than IGTV since it was launched in 2018.

Is it an IGTV failure, or does that mean that Instagram itself is now struggling to attract new users? One thing for sure, TikTok seems unstoppable. For now.

#TikTok has generated 80 times more downloads than #IGTV since it was launched in 2018.

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