Instagram now testing videos up to 90 minutes long in major shift

Instagram is testing videos up to 90 minutes long, a major shift in the platform's content strategy. The move is expected to enable creators to produce more in-depth content, such as interviews, documentaries, and live events. This change is happening in the United States.

The introduction of longer videos on Instagram matters for social commerce as it can lead to more engaging and immersive experiences for users, potentially driving sales and conversions. Longer videos can also provide creators with more opportunities to showcase products, share their expertise, and build their personal brands, ultimately benefiting the social commerce ecosystem.