Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators

Instagram is testing a new feature that allows users to share videos up to 90 minutes long, and the platform has also launched on Apple TV. This move is expected to enhance the user experience and provide more opportunities for creators to produce and share longer-form content. The development is happening in the GLOBAL market, as Instagram is a global social media platform.

The introduction of longer videos on Instagram and its launch on Apple TV is significant for social commerce, as it may lead to increased engagement and new opportunities for influencer marketing and brand partnerships. However, unlike YouTube, Instagram is not planning to pay creators for their content, which may impact the platform's ability to attract and retain top creators. This development highlights the ongoing evolution of social commerce and the importance of platforms finding ways to support and incentivize creators.