It hasn’t offered any insight into the decision behind this move - but it could be to help keep conversations about videos in comments threads alive.
Many users aren’t happy about the move, but it could boost potential engagement on video content for businesses utilising the platform.
Users now don’t need a separate IGTV app to watch longer videos. The experience is embedded in the main app, accessed via in-feed teasers, a tab of the Explore page, promo stickers in Stories, and profile tabs.