Instagram takes on YouTube with 90-minute ‘Features’

Instagram has introduced a new feature that allows users to upload videos up to 90 minutes long, directly competing with YouTube. This move is expected to change the way creators produce and share content on the platform. The new feature is available to all users, and it is expected to have a significant impact on the social media landscape.

This new feature matters for social commerce as it provides creators with more opportunities to produce long-form content, such as product reviews, tutorials, and live shopping experiences. This can lead to increased engagement and sales for businesses and creators who use Instagram as a platform to reach their audience. The feature also highlights the growing importance of video content in social commerce and the need for platforms to adapt to changing user behaviors.