Instagram is no longer included in vertical video. The company announced today that its long-form video division, IGTV, will now support landscape video. Until now, the company was only compatible with vertical video, which was a major focus during its launch almost a year ago. Instagram says that the change is due to the comments of the creators and because some viewers are already finding landscape videos on IGTV, but they have not been able to convert their phones to see them in full screen.
"We realize that this is an evolution from where IGTV started, we believe it is the right change for viewers and creators," the company says in a blog post. "In many ways, opening IGTV to more than just vertical videos is similar to when we opened Instagram to more than square photos in 2015. It allowed creativity to flourish and increased engagement, and we believe the same thing will happen again with IGTV. "
IGTV has struggled to make waves in cultural conversation, particularly compared to TikTok, which has generated memes, discussions and musical successes. The Hollywood Reporter reported earlier this year that the creators are not interested in IGTV, and The Verge spent some time in March with some creators who have worked together with the team Instagram talent management to develop your IGTV Content. The creators who use the application seem to be happy, but they also noticed that they have not yet been able to monetize its content. Unlike YouTube, Instagram does not have an ad placement service that pays creators, and brands have not yet begun to pay creators to make long-form IGTV content, these creators said The Verge .
Part of The struggle to publish on IGTV was vertical video optimization. For creators who publish primarily on YouTube, switching to IGTV means creating a separate cut of their content or filming it in a different way so that the video is displayed correctly. That's extra work for little return. The visits counts were less than what the creators wanted to see, but they told The Verge that when Instagram allowed them to start sharing their IGTV videos with their feed earlier this year, their numbers audience increased. Although Instagram is giving up an integral part of the IGTV brand by sacrificing vertical video, it could encourage the creators to publish their content on several platforms, at least, and thus increase the IGTV offerings.