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At a glance
Instagram is testing a new type of video upload that allows creators to share videos up to 90 minutes long, potentially challenging YouTube's dominance in long-form video content.
What the briefing reports
Instagram has announced that it is testing a new type of video upload that will allow creators to share videos up to 90 minutes long. This move marks a significant shift in strategy for the platform, which has previously focused on short-form video content. According to Instagram head Adam Mosseri, the platform has a small performance-based program, but it doesn't make sense to scale up because they're burning capital.
The new feature is currently being tested in Brazil and will soon expand to the US in a small test. Instagram is also introducing a feature called Clips as Reels, which lets creators make Reels out of their long-form content.
The platform is experimenting with a new horizontal video format that supports clips up to 90 minutes long, and only a few creators can create longform content for now. Instagram has a TV app for Fire TV and is adding an Apple TV app, indicating a push towards making its content more accessible on larger screens.
Cited sources
Updates and corrections
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