Instagram launches Instagram Video

October 5, 2021

It's no secret that videos have rapidly become online consumers' favourite form of content. In 2021, it is estimated that the average person will spend 100 minutes per day watching online video. As TikTok continues to gain massive popularity, other platforms are seeking ways to keep up. Instagram introduced IGTV back in June 2018 with the intention to create its own YouTube equivalent. Now, it has updated its offering once again with Instagram Video.

Instagram post on IG Video

As of this week, Instagram decided to streamline its video services by condensing IGTV and Feed videos into one format: Instagram Video. This means that videos will no longer be split into short form and long form. Instead, Instagram will be introducing a singular Video tab on user profiles where all video content will live, and be easily accessible to viewers.

The update should simplify the video creation process for users, offering an array of helpful new features like trimming, filters and people and location tagging. Uploading videos will follow the same standard process of clicking the + sign in the top right corner, and selecting Post.


Video previews in the feed will now be extended to 60 seconds, unless the video is eligible for ads, in which case it will remain limited to 15 seconds. When watching videos, viewers will be able to tap anywhere on the video to expand to fullscreen, and also be prompted with the option to continue scrolling for more video content that may interest them.

In addition to these changes, analytics have also received an update. Instagram will be merging feed post insights and video insights into one combined metric to measure performance for businesses and creators. It's important for businesses to note that IGTV ads are now called Instagram In-Stream video ads. Eligible businesses can still monetise their long-form video content, but for those interested in boosting their videos to increase reach, videos must be no longer than 60 seconds in total.


As a marketer, this is an exciting time of opportunity. You should always embrace new features as soon as they are released to stay on top of the trend. It will also allow you to increase your brand's visibility while the platform gives extra reach to encourage users to engage with the new feature. So take advantage of the buzz surrounding Instagram Video, and explore new ways to share your content!

If you want to learn how to create a detailed and effective strategy for Instagram, visit our Instagram Marketing Course.

About the author 

Jonathon Tanner

Jonathon Tanner is the Co-CEO of Social Media College, Australia's leading educator and trainer for social media.

He co-authored the Diploma of Social Media Marketing, the world's first and only Australian Government recognised course in social media marketing, delivered by 25 leading colleges and TAFEs across Australia, and articulating into several Bachelor programs at Australian Universities.

His deep expertise in social media spans content marketing, social media strategy, 15 different social media networks, paid social advertising, personal branding, email marketing, and social media conversion.

Jonathon has also co-founded several other businesses, as well as spending 12 years as a management consultant specialising in mergers & acquisitions for private equity firms, growth strategy, and operational improvement.

Jonathon holds a combined Bachelor of Laws (Honours) and Bachelor of Commerce from the University of Sydney.

Success message!
Warning message!
Error message!