Creating Instagram videos just got easier


As of today, we are combining IGTV videos and feeds into one format: Instagram video. We are also introducing a new Video tab on your profile, where this combined video format will be available, to make it easier for users to discover new video content. We love that our community of creators has embraced video as a key format for telling their stories, entertaining and connecting with their audiences, and that’s why we want to make it even easier to create and discover videos on Instagram.

Make it easy to download and discover videos

IGTV and Stream videos will now be one format. You can still download videos the same way from Camera Roll by clicking the + sign in the top right corner of the Instagram homepage and selecting Publish.

We’re also introducing new features like crop, filters, people, and location tagging.

Creators can continue to post their videos via Stories and share them via direct message. Using all of our surfaces gives designers multiple ways to tell their stories and interact with their communities. In-stream video previews will now be 60 seconds long, unless the video is ad-eligible. In this case, the preview will still be 15 seconds.

“As a creator, I think there shouldn’t be a division between video formats on Instagram; video stream and IGTV should be just video. When a person searches for content to watch online, they are never specifically looking for a long or short format, they are just looking to watch videos and be entertained. Glad I don’t have to navigate so many different surfaces to look at things on Instagram anymore. – @henrytado

New ways to view and analyze videos

The new Video tab will be the home of this combined video format, making it easier for users to find content from creators they love. When watching videos on Instagram, viewers can tap anywhere on the video to switch to full screen. They’ll also have the option to keep scrolling to discover new video content from creators that may be of interest to them.

Screenshots of the new Video tab on Instagram

To make it easier to understand video performance, we’re merging feed post information and video information into a single combined metric for businesses and creators.

Reach new audiences with video ads

With Instagram video, IGTV Ads are now referred to as In-Stream Instagram video ads. Eligible creators can still monetize their long content, and brands can reach audiences who are interested in long video. For businesses that want to boost their videos to reach more people, videos should be no longer than 60 seconds.

Video is the home of visual storytelling. We’re excited to see how creators on Instagram continue to create great content that inspires people to create themselves.

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