Instagram is going after YouTube with 90-minute videos

Instagram is introducing the ability to upload 90-minute videos, a significant increase from its previous 60-minute limit, in a move seen as a challenge to YouTube's dominance in long-form video content. This update allows creators to produce more in-depth content, such as detailed tutorials, lengthy vlogs, or even full-length movies, directly on the Instagram platform.

This development matters for social commerce as it opens up new avenues for creators to engage with their audiences through more comprehensive content, potentially increasing the platform's attractiveness for influencer marketing, product showcases, and other forms of social shopping. Longer videos could also enable more detailed product reviews, tutorials, and demonstrations, enhancing the discovery and consideration phases of the buyer's journey.