What is IGTV and why did it fail?
Instagram TV was one of the most relevant bets by the social network to compete with other platforms such as YouTube. This worked like a television channel where users could consume videos from 15 seconds to an hour and, unlike Stories, the content was kept on the social network.
Although Instagram hoped that IGTV would have greater relevance among users, the reality is that it never did and the company began to abandon the project, since October of last year, when its last relevant update was given.
In addition, this function has never managed to position itself as a commonly used tool for the vast majority of people who are on the social network. According to data from Sensor Tower, its maximum peak of users was 7 million, however, the meta-owned platform has more than 1,000 million users.
Instagram and the networks bet on the short video
Starting in March, the statement detailed, IGTV investment will no longer work and more money will be invested in Reel to help creators earn through a portfolio of monetization options on Meta.
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