Instagram Is Testing Feature-Length Videos and Moving Onto Apple TV in a Direct Challenge to YouTube

Instagram is testing a new feature that allows users to upload feature-length videos, and the platform is also expanding to Apple TV, posing a direct challenge to YouTube. This move is expected to change the way users consume video content on the platform.

This development matters for social commerce because it opens up new opportunities for creators and brands to produce and distribute long-form content, potentially leading to increased engagement and sales. As Instagram continues to evolve, it will be interesting to see how this new feature impacts the platform's e-commerce capabilities and influencer marketing strategies.