The troubles of the last few days do not stop Instagram from trying to renew itself by carrying out a rebrand of IGTV, the platform on which the social network owned by Facebook had aimed to challenge YouTube. IGTV will therefore be called Instagram TV and will not be available exclusively on its dedicated app but will also be accessible from the main Instagram app.
The social networks led by Mark Zuckerberg are not enjoying excellent health given the recent statements by Frances Haugen regarding the cross-check operated by Facebook on the most influential profiles, a system that has led these profiles to break the rules of the social network without suffering consequences. Other rumors from Haugen have instead shed light on the impact of Instagram on the mental health of its younger users.
The latest of the adventures of social media led by Facebook is the downtime of all the services that occurred the day before yesterday which made the social giant lose about 6 billion dollars. Hence, the IGTV rebrand on Instagram TV looks like a sort of surrender to the obvious flop of the “parallel” platform to the popular social network. IGTV was born in June 2018 and was supposed to be an alternative to the internet video-sharing giant YouTube.
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Unfortunately, the format never had the desired appeal, also partially crushed by TikTok, then followed by Instagram with the implementation of the Reel in August 2020. The push on the Reel was much stronger and better structured than Instagram TV, given the greater exposure in the main app, the ability to show advertising and the ability to have the same Reel on both Facebook and Instagram.
The real problem of the Reel, however, lies in the monetization of the content proposed by the creators, unlike what happens with YouTube with the Shorts and TikTok. Facebook has promised that it will make $ 1 billion available to creators by the end of 2022, and some of that money will surely go to the creators of Reels. The absence of a dedicated system for the monetization of videomakers, which is what pushes users to upload their work on a platform, will continue to be heavy, barring changes.