Instagram is currently exploring a significant expansion to its video capabilities by testing the ability for users to upload content up to 90 minutes in length.
This development marks a notable shift for the platform, which has traditionally focused on shorter, bite-sized media, as it seeks to compete more directly with long-form video giants.
Alongside this testing phase, the Meta-owned social network has officially launched a dedicated application for Apple TV, allowing users to view content on larger displays.
Despite these updates, the company has clarified its stance on financial incentives for those producing content on the platform.
As reported by industry observers, “unlike YouTube, it’s still not going to pay creators” for their contributions.
This distinction highlights a fundamental difference in strategy between the two platforms, as Instagram continues to prioritize social engagement and discovery over a direct revenue-sharing model.
The move to support longer videos could provide a new avenue for influencers and brands to share more in-depth storytelling, webinars, or extended entertainment pieces without needing to redirect their audience elsewhere.
However, the lack of a formal monetization program may limit the platform’s appeal for professional creators who rely on consistent payouts for their work.
The introduction of the Apple TV app suggests that the company is interested in capturing more living room screen time, moving beyond the mobile-first experience that defined its early years.
By expanding the viewing medium, Instagram aims to keep users engaged within its ecosystem for longer periods throughout the day.
Whether this strategy will successfully draw creators away from established long-form competitors remains to be seen, especially given the current absence of a creator fund or ad-revenue sharing system.
For now, the updates represent a technical evolution of the platform’s infrastructure rather than a shift in its broader economic philosophy regarding content production.
Users can expect to see these changes rolling out as the company gathers feedback on the performance of these extended video durations across its global user base.