After IGTV, can Instagram make long-form video work this time?

Instagram is attempting to make long-form video work after the failure of IGTV. The platform is exploring new ways to incorporate longer videos into its service, potentially giving creators more options for content. The move is seen as an effort to compete with other social media platforms that have successfully integrated long-form video.

The success of long-form video on Instagram could have significant implications for social commerce, particularly in the areas of influencer marketing and shoppable video. If Instagram can make long-form video work, it could provide creators with more opportunities to showcase products and services, potentially driving sales and revenue. This could also lead to increased engagement and interaction on the platform, making it a more attractive option for businesses and marketers.