A week ago, Instagram announced it’s taking down the orange IGTV button that was perched on top of its billion-user social networking app. The prominently placed portal to IGTV inside the Facebook-owned app was meant to jumpstart Instagram’s quest to be the new-age YouTube.

Axar.az reports citing Digital Trends that two years later, IGTV has seemingly found itself in the middle of an identity crisis. Originally pitched as a vertical video platform for a mobile-first generation of viewers, IGTV has struggled to produce the same figures Instagram’s other recent ventures like Stories have.