Facebook-owned app Instagram is dropping the annoying IGTV shortcut button from the top right corner of the home screen. IGTV was first launched in June 2018 and is Instagram’s long-form video service which was initially intended to challenge YouTube’s views.
Instagram says it has managed to remove the button after discovering that relatively few people tapped it. “Many people find IGTV content through previews in Feed, the IGTV channel in Explore, the profiles of creators and the stand-alone app,” an Instagram spokesman told TechCrunch, “very few clicks on the IGTV icon in the top right corner of the home screen in the Instagram app.”
It’s a slight but subtle change to the interface of Instagram as it’s one less thing that’s vying for your attention. It does indicate that users will now have to dig deeper into the app to find content on IGTV. You can also download the standalone IGTV app, of course. Still, data suggests that a relatively small proportion of Instagram’s billion-plus users have bothered to do so, compared to the millions that downloaded the competing TikTok video app.
The change is the latest evidence that Instagram de-prioritizes IGTV as a separate, distinct operation. AdWeek reported last week that users can now post IGTV videos using the same video-upload system they’re using for their main feed.
Since its launch, Instagram has reportedly tried to pull creators and users to IGTV. The service does not offer ads the same revenue-sharing opportunities as YouTube, and creators have previously said that brands have not offered IGTV content the equal sponsored content opportunities as they do for their main Instagram posts.