Instagram Embraces Long-Form Video, Reversing Stance to Offer Creators More Storytelling Space

Instagram is set to introduce long-form video capabilities to its platform, a significant shift after years of opposing the format. Adam Mosseri, head of Instagram, announced the upcoming addition of a dedicated long-form video section named "Features" in a video alongside Tessa Lyons, the platform's vice president of products. "We’re excited to give creators more room to tell their stories with the communities they've already built here," a caption accompanying the video stated. This move comes after Meta, the parent company of Instagram, had previously prioritized short-form vertical videos, particularly Reels, which gained popularity following TikTok's success, and maintained that users preferred shorter content, typically under 90 seconds.

Ms. Lyons explained the strategic pivot by stating, "There's just so much different format now happening around creativity and storytelling on video that we want to make sure that we're doing a good job of serving." She further elaborated that data analysis indicated user interest in longer video content. "We know that people like to get together in persona and actually watch Reels and video together, and we see this happening on TV, so we've been working on a TV version of Reels and we know that to do that well, we need more than just short-form video."

Further details were shared by Mr. Mosseri on Threads, where he posted a video with prominent content creators Colin and Samir. He revealed that users would be able to upload horizontal videos up to 90 minutes in length, with these longer videos being discoverable through shorter previews within the platform's Reels section. The Hollywood Reporter noted that Meta plans to test these long-form videos with select US creators following a successful trial in Brazil. Additionally, Meta announced that its Instagram for TV app is now available on the Apple TV platform in the US, and this app will also feature Instagram's long-form content from the "Features" section.