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 marketing. The change is likely to be met with a mix of reactions, with some embracing the longer format and others preferring the shorter, more concise videos that Instagram is known for.

The introduction of longer videos on Instagram could have significant implications for social commerce, particularly in the areas of influencer marketing and shoppable content. Creators may be able to produce more in-depth product reviews, tutorials, and demos, while brands may be able to showcase their products in a more detailed and engaging way. However, it remains to be seen whether users will engage with longer videos, and whether the change will ultimately benefit creators and brands.