Instagram has been doing a bit of housekeeping as it figures out how it should stay relevant in a world where TikTok has garnered so many users in the last few years. In its latest post, Instagram announces the changes it is making to solidify its video offerings, including the discontinuation of the standalone IGTV app.
As of this writing, the standalone app was last updated in August 2021 and it is still available to download from the Google Play Store.
Back when IGTV first launched, Instagram’s intent to compete with YouTube in longer format video led it to believe it needed to launch a separate app for IGTV. Eventually, IGTV videos appeared in the main feed, thus leading to its eventual discontinuation. It is also discontinuing IGTV ads as the company shifts focus to Reels.
Despite the heavy focus and investment on Instagram Reels, ads are currently not shown here. This will change in 2022 as Instagram will begin testing ads in Reels and creators can begin earning ad revenue for Reels starting later this year.