Instagram wants 90-minute horizontal videos. Will creators and brands buy in?

Instagram is exploring the possibility of allowing 90-minute horizontal videos, a significant increase from its current video length limits. This move could potentially impact creators and brands who use the platform for content creation and advertising. The change may provide more opportunities for in-depth content, such as long-form videos and live streams, which could be beneficial for both parties.

The introduction of longer videos on Instagram could have a substantial impact on social commerce, as it may lead to more engaging and interactive content. Creators could utilize this feature to produce more detailed product reviews, tutorials, and live shopping experiences, which could drive sales and increase brand awareness. However, it remains to be seen whether creators and brands will adapt to this new format and whether it will be successful in driving engagement and conversions.