Instagram video app IGTV is becoming more and more like TikTok and Snapchat

Instagram IGTV video app has undergone a design overhaul and significant changes in terms of ways people discover new videos on platform. As a result, Instagram IGTV seems to have copied TikTok’s AI algorithm and Snapchat’s design. Instagram launched IGTV app a year ago. However, IGTV has never really picked up at all. IGTV has failed to stand out in competition and of late, China’s ByteDance owned TikTok app is dominating short video .

It could be a clear indication that somewhere down line, content creators who are attracted to apps like TikTok aren’t bored about Instagram IGTV and for a reason. Unlike TikTok, Instagram IGTV has always focused on long-form videos, primarily to take on YouTube. However, IGTV hasn’t seen much success with its long-form video strategy. On YouTube, people have a choice to search for videos y want to watch - irrespective of content length.

Apparently, with IGTV, Instagram wants to help users increase ir follower’s count and boost app’s overall engment rar than offering related videos. Although users can follow ir favourite content creators, it doesn't necessarily mean that users will find all ir videos equally relevant. That’s essentially where AI comes into picture.

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TikTok’s sorting algorithm heavily uses artificial intelligence (AI) to learn more about user interest and preference and help users discover videos recorded by or users, lip-syncing and dancing to music. Undoubtedly, artificial intelligence (AI) is backbone of t just TikTok but all or properties owned and operated by ByteDance that are content-driven. Here, Instagram IGTV can certainly learn a thing or two.

IGTV w wants to get rid of its category-based navigation tabs like “For You”, “Following”, “Popular”, etc. Inste, IGTV will w offer one central feed of algorithmically suggested videos similar to like TikTok. Instagram’s will put AI to learn more about your behaviour and interest and recommend content accordingly. It also opens up IGTV to Snapchat-like 2x grid interface, which looks more appealing and youth-centric.

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“ idea is this is more immersive and helps you to see breth of videos in IGTV rar than horizontal scrolling interface that used to exist,” Instagram’s product le Will Ruben told TechCrunch.