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 the ability to share videos up to 90 minutes long, and it has launched on Apple TV. This new feature allows users to upload longer videos, but unlike YouTube, Instagram will not pay creators for their content.

This update matters for social commerce because it opens up new opportunities for creators to produce longer-form content, potentially leading to more engaging and immersive shopping experiences. However, the lack of monetization options for creators may limit the platform's ability to attract and retain top talent, ultimately affecting the growth of Instagram's social commerce ecosystem.