The company announced on Monday that it is ending support for the app. The app will be removed from app stores in March, according to Meta. The company explained in a post that the change is part of its efforts to make video as simple as possible to discover and create. In the coming months, it will focus on having all video on its main app and will continue to simplify and improve video in the main app.
Last October, the social media company changed its name to "Instagram Video" after combining its long-form video and feed videos into a new format.
In-stream video ads will no longer be supported as the company shifts its focus to Reels. A monthly payment will be given to creators who are actively monetized with in-stream video ads. Although this seems like a step back in terms of creator monetization,Instagram revealed that it is exploring more ways for users to earn revenue. Later this year, the company will begin testing a new ad experience that will allow users to earn revenue from ads displayed on their Reels. The Reels bonus program offers creators opportunities to earn money each month.
As part of today's announcements, the photo sharing website continued to focus on its short-form video competitor, Reels. According to the company, Reels is the largest contributor to engagement growth on the app and that it will continue to invest in the feature.
The company said in a post that video is a huge part of why people enjoy the service.
The decision to shut down the app was already losing ground. The orange IGTV button was dropped from the home page due to lack of traction. The move came at a time when only 7 million of the 1 billion users of the photo-sharing app had downloaded the app.
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