Instagram Just Killed The IGTV App — Now It’s Up To TikTok

Mobile Apps

Instagram has made a significant move in the social media landscape by discontinuing its standalone IGTV app. As a popular platform for long-form video content, IGTV aimed to compete with the likes of YouTube. However, Instagram has now decided to integrate IGTV directly into its main app, signaling a shift in its strategy.

This move comes as no surprise considering the increasing dominance of TikTok in the short-form video space. With its explosive growth and popularity, TikTok has captured the attention of millions worldwide, including content creators and brands. By bringing IGTV into its main app, Instagram aims to streamline the user experience and provide a more seamless transition between video content formats.

With this change, Instagram hopes to regain its edge and keep up with the evolving preferences of its user base. Let’s explore what this means for both Instagram and TikTok, and how it could shape the future of mobile video content.

Inside This Article

  1. The Shutdown of IGTV App
  2. Instagram’s Move to Compete with TikTok
  3. TikTok’s Opportunity to Dominate the Market
  4. Conclusion
  5. FAQs

The Shutdown of IGTV App

In a surprising move, Instagram has recently announced the shutdown of its standalone IGTV app. Launched just over two years ago, IGTV was created as a platform for longer-form vertical videos, designed to compete with the rising popularity of YouTube. However, despite initial hype and investment, IGTV failed to gain significant traction among users, leading to its ultimate demise.

The decision to discontinue IGTV reflects Instagram’s commitment to streamlining its offerings and focusing on features that align with user preferences. While IGTV had the potential to revolutionize the video-sharing landscape, it struggled to overcome its limitations and provide a compelling alternative to other established platforms.

One of the key factors contributing to IGTV’s downfall was its limited discoverability. Unlike YouTube, where the recommendation algorithm ensures exposure to a broad audience, IGTV relied heavily on the content creators’ existing followers. This restriction limited the app’s ability to attract new users and expand its user base.

Furthermore, the user interface of IGTV was not intuitive and user-friendly, making it challenging for users to navigate and discover new content. The lack of a dedicated space for IGTV within the Instagram app also created a disconnect, causing it to be overlooked by many users.

Instagram’s decision to shut down IGTV reflects a strategic move to streamline their offerings and concentrate on features that deliver the best user experience. By removing the standalone app, Instagram can redirect its resources towards enhancing its core features, such as the main feed, stories, and Reels.

However, this doesn’t mean the end of vertical videos on Instagram. In fact, Instagram has already integrated IGTV into its main app, allowing users to access and share IGTV content directly from their feeds. This integration aims to make vertical videos more accessible and increase their visibility within the Instagram community.

Moreover, Instagram’s decision to shut down IGTV opens up opportunities for competing platforms, especially TikTok. With IGTV out of the picture, TikTok has a chance to capitalize on the demand for short, entertaining videos and further solidify its presence in the market. TikTok’s popularity continues to soar, and its user base has been steadily growing, making it a formidable competitor to Instagram.

Overall, the shutdown of IGTV app by Instagram signifies a strategic decision to refocus their efforts and prioritize features that resonate with users. While IGTV struggled to gain traction, Instagram remains committed to providing a seamless video sharing experience within its main app. As IGTV makes its exit, TikTok stands ready to capture the attention of users seeking quick and entertaining video content.

Instagram’s Move to Compete with TikTok

With the meteoric rise of TikTok, it comes as no surprise that Instagram, one of the leading social media platforms, has set its sights on competing with the popular short-form video app. Aware of TikTok’s increasing influence, Instagram has been making strategic moves to capture a larger share of the market and keep up with changing user preferences.

One of the biggest steps Instagram has taken to compete with TikTok is the launch of Reels. This new feature allows users to create and share short, entertaining videos set to music. Similar to TikTok’s format, Reels allows users to add effects, transitions, and a variety of creative tools to make their videos engaging and shareable. By integrating Reels into the existing Instagram platform, the intention is to keep users within the Instagram ecosystem and provide them with a TikTok-like experience without having to leave the app.

Another move Instagram has made to compete with TikTok is by leveraging its vast network of influencers and celebrities. Instagram has a strong community of content creators who already have a significant following on the platform. By encouraging these influencers to create content specifically for Reels, Instagram can attract users who are already fans of these personalities. This not only helps increase user engagement and retention but also provides a platform for influencers to expand their reach and influence.

Instagram has also been actively promoting Reels by featuring them prominently on the Explore page. This allows users to discover and engage with Reels from a wide range of creators. By maximizing the visibility of Reels, Instagram aims to entice users to explore and engage with this new feature. Moreover, Instagram has also introduced a dedicated Reels tab on the user’s profile, making it easier for users to access and share their own Reels content.

Furthermore, Instagram has been quick to adapt to user feedback and has been updating Reels with new features and functionality. This shows Instagram’s commitment to staying competitive and continually improving the Reels experience for its users. By actively listening to user feedback, Instagram can identify areas where Reels can be enhanced and stay one step ahead of its competitors.

It is clear that Instagram’s move to compete with TikTok is driven by its ambition to maintain and expand its user base. By combining the popular features of TikTok with its existing ecosystem, Instagram aims to provide a seamless and engaging experience for its users, keeping them hooked and preventing them from migrating to other platforms. Only time will tell how successful Instagram’s efforts will be in challenging TikTok’s dominance, but one thing is for sure – the battle for short-form video supremacy is just getting started.

TikTok’s Opportunity to Dominate the Market

With the recent shutdown of Instagram’s IGTV app, the landscape of social media video platforms has undergone a significant shift. And with this void in the market, TikTok has a golden opportunity to emerge as the leading player in the field. Here’s why TikTok has the potential to dominate the market:

1. Captivating Content: TikTok has gained immense popularity for its unique and engaging content. From lip-syncing and dance challenges to comedic sketches and talent showcases, the platform offers a wide range of entertaining videos that captivate the audience. This diversity of content keeps users hooked and drives them to spend more time on the app.

2. User-friendly Interface: TikTok’s interface is simple and intuitive, making it easy for users of all ages to navigate and create content. The app’s seamless editing tools, filters, and effects allow users to unleash their creativity and produce high-quality videos with ease. This user-friendly approach attracts both content creators and viewers, contributing to TikTok’s rapid growth.

3. Global Reach: TikTok has a massive international user base. The app’s popularity spans across continents, with users from various countries and cultures participating in viral challenges and trends. This global reach gives TikTok a competitive edge, allowing brands and influencers to reach a diverse audience and expand their reach to new markets.

4. Data-Driven Algorithm: TikTok’s algorithm is designed to deliver personalized content to users based on their preferences, behavior, and engagement patterns. The app’s data-driven approach ensures that users are constantly exposed to videos that align with their interests, keeping them engaged and increasing the likelihood of them spending more time on the platform.

5. Opportunities for Influencer Marketing: TikTok’s rise in popularity has given birth to a new wave of influencers who have gained substantial followings on the platform. These influencers have the power to sway consumer behavior and promote brands, making TikTok a lucrative platform for influencer marketing. By collaborating with influential TikTok creators, brands can effectively reach their target audience and drive brand awareness.

6. Continuous Innovation: TikTok consistently introduces new features and updates to keep its user base engaged and excited. The app’s ability to adapt to emerging trends and provide users with fresh and innovative experiences sets it apart from its competitors. With frequent updates and new features, TikTok can retain its existing user base while attracting new users who are seeking novel and entertaining content.


With the recent decision by Instagram to discontinue the IGTV app, it’s clear that the mobile app landscape is constantly evolving. This shift reflects the ever-changing preferences and behaviors of smartphone users, as well as the fierce competition among tech giants.

However, even with IGTV’s departure, the rise of TikTok as a dominant force in the mobile app realm is undeniable. From its addictive short-form videos to its vast user base, TikTok has captured the attention and engagement of millions worldwide.

As a result, it’s become increasingly important for businesses and content creators to recognize the power and influence of mobile apps, particularly in the realm of social media. By leveraging these platforms effectively, they can connect with their target audience, build brand awareness, and drive user engagement.

Ultimately, the demise of IGTV should serve as a reminder that the mobile app landscape is continually evolving. To thrive in this dynamic environment, companies must keep a close eye on emerging trends and adapt their strategies accordingly.


1. What is IGTV?

IGTV was a standalone app launched by Instagram in 2018, aimed at providing users with a platform to watch longer-form, vertical videos. It allowed creators to share videos of up to 60 minutes in length, making it a popular choice for content creators and influencers.

2. Why did Instagram shut down the IGTV app?

Instagram made the decision to shut down the IGTV app in order to consolidate its video efforts and streamlining the user experience. By integrating IGTV features directly into the main Instagram app, the company hopes to encourage more users to engage with long-form videos and simplify the overall user experience.

3. What does this mean for content creators on IGTV?

Content creators who were active on IGTV will now be able to utilize the same features and functionalities within the main Instagram app. This means they can continue to share longer videos and reach their audience without the need for a separate app.

4. How does TikTok factor into this?

With the demise of the IGTV app, TikTok has an opportunity to fill the gap and become the go-to platform for short-form video content. TikTok has gained immense popularity over the past few years, especially among younger audiences, with its attractive features and algorithm-driven content discovery.

5. Will all IGTV content be migrated to Instagram?

Yes, all IGTV content will be seamlessly migrated to the main Instagram app. Users will be able to access their previously uploaded videos and continue to grow their following within the Instagram ecosystem.