A year ago Instagram made a bold bet with the launch of IGTV: That it could invent and popularize a new medium of long-form vertical videos. Landscape uploads weren’t allowed. Co-founder Kevin Systrom told me in August that “What I’m most proud of is that Instagram took a stand and tried a brand new thing that is frankly hard to pull off. Full-screen vertical video that’s mobile only. That doesn’t exist anywhere else.”
Now a dedicated hub for multi-minute portrait mode video won’t exist anywhere at all. Following lackluster buy-in from creators loathe to shoot in a proprietary format that tough to reuse, IGTV is retreating from its vertical-only policy. Starting today, users can upload traditional horizontal landscape videos too and they’ll be shown full-screen when users turn their phones sideways while watching IGTV’s standalone app or its hub within the main Instagram app. That should hopefully put an end to crude ports of landscape videos shown tiny with giant letterboxes slapped on to fill out the vertical screen.
Instagram spins it saying “Ultimately, our vision is to make IGTV a destination for great content no matter how it’s shot so creators can express themselves how they want . . . . In many ways, opening IGTV to more than just vertical videos is similar to when we opened Instagram to more than just square photos in 2015. It enabled creativity to flourish and engagement to rise – and we believe the same will happen again with IGTV.”
The potential flood of repurposed YouTube videos could drive more attention to IGTV after a launch that felt like a flop. There’s been no break-out stars, must-see shows, or cultural zeitgeist moments on IGTV. Instagram refused to provide a list of the most viewed long-form clips. Sensor Tower estimates just 4.2 million installs to date for IGTV’s standalone app, amounting to less than half a percent of Instagram’s billion-plus users downloading the app. In the last month, and it saw 3.8 times more downloads per day in its first three months on the market than than last month.