Instagram chases YouTube's TV watch time with 90-minute uploads. Will creators get paid, though?

Instagram is now allowing uploads of up to 90 minutes, challenging YouTube's dominance in long-form video content. This move is likely to attract more creators to the platform, potentially changing the way they produce and monetize their content.

The introduction of longer upload limits on Instagram has significant implications for social commerce, particularly in the realms of influencer marketing and shoppable video content. As creators produce more lengthy, TV-like content, the question remains whether they will be adequately compensated for their work, and how this might impact the broader creator economy.