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 the platform. As a result, Instagram IGTV seems to have copied TikTok’s AI algorithm and Snapchat’s design. Instagram launched the IGTV app a year ago. However, IGTV has never really picked up at all. IGTV has failed to stand out in the competition and of late, China’s ByteDance owned TikTok app is dominating the short video space.

It could be a clear indication that somewhere down the line, content creators who are attracted to apps like TikTok aren’t bothered 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 they want to watch - irrespective of the content length.

Apparently, with IGTV, Instagram wants to help users increase their follower’s count and boost the app’s overall engagement rather than offering related videos. Although users can follow their favourite content creators, it doesn't necessarily mean that users will find all their videos equally relevant. That’s essentially where the AI comes into the 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 other users, lip-syncing and dancing to music. Undoubtedly, the artificial intelligence (AI) is the backbone of not just TikTok but all other properties owned and operated by ByteDance that are content-driven. Here, Instagram IGTV can certainly learn a thing or two.

IGTV now wants to get rid of its category-based navigation tabs like “For You”, “Following”, “Popular”, etc. Instead, IGTV will now offer one central feed of algorithmically suggested videos similar to like TikTok. Instagram’s will put the 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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“The idea is this is more immersive and helps you to see the breadth of videos in IGTV rather than the horizontal scrolling interface that used to exist,” Instagram’s product lead Will Ruben told TechCrunch.