Creators see promise in Instagram’s long-form push, but question whether exposure is enough

Instagram has announced that users can now post videos up to 90 minutes long, a move aimed at attracting long-form YouTube creators. This change is part of the platform's pivot to offer more features to creators, potentially pulling them away from YouTube. The move is seen as an attempt to increase engagement and attract more creators to the platform.

The move matters for social commerce as it could lead to more opportunities for creators to monetize their content and for brands to partner with them. However, experts question whether exposure alone is enough to attract and retain creators, and whether Instagram's offerings are sufficient to compete with YouTube. The success of this move will depend on how well Instagram can support its creators and provide them with the tools and resources they need to succeed.