Instagram Abandons Short-Form Video Dominance for Long-Form Content
Source: TechCrunch
Instagram is signaling that the short-form video arms race has peaked. The real engagement—and ad inventory—lies in longer viewing sessions that compete directly with YouTube. TikTok and YouTube Shorts commoditized the 15-60 second format. Meta is pivoting toward 90-minute content where margins are higher and creators have room to build deeper audiences, reducing their dependence on algorithmic virality alone. For creators, this opens a two-tier system where Instagram becomes viable for sustained content builds, not just trend-riding. It also signals Meta's tacit admission that copying TikTok's format wasn't enough to recapture dominance.