Instagram Will Prioritise Short-Form Content Over Long Videos to Help Users Explore Their Interests, Says Adam Mosseri
Instagram previously had a standalone long-form video dubbed IGTV which launched in 2018 but was discontinued a few years later.
Instagram – Meta Platforms’ photo and video-sharing social media app – will focus on short-form content rather than long videos, according to Adam Mosseri, head of the company. It is part of the company’s “core identity” of connecting people with friends, while also helping them explore their interests. Although long-form videos can still be uploaded on the platform, Mosseri said that its focus remains on prioritising short videos.
Short-form Content on Instagram
Responding to a user’s question about whether Instagram would be doing long-form videos, Mosseri posted a short video clip on the platform saying “no”, followed by an explanation behind this strategy by the company. The emphasis on short-form content aligns with broader trends in social media consumption, where users often prefer quick, engaging clips that they can easily view and share.
The Evolution of Instagram Video
Instagram previously had a standalone long-form video app dubbed IGTV, which launched in 2018 but was discontinued a few years later. IGTV was intended to compete with platforms like YouTube by offering a dedicated space for longer videos. However, it did not gain the traction Instagram hoped for, leading to its eventual shutdown. Since then, Instagram has shifted its video strategy to integrate shorter videos directly into the main app, making them more accessible and central to the user experience.
Reels: Instagram’s Short-Form Answer
Instagram’s Reels feature, launched in 2020, represents the platform’s commitment to short-form content. Reels allows users to create and discover short, entertaining videos set to music or audio. This feature has been widely adopted and is seen as Instagram’s answer to the popularity of TikTok, another platform known for its short video format. Reels have become a key component of Instagram’s strategy to keep users engaged and attract new audiences.
Benefits of Short-Form Content
Prioritising short-form content has several advantages for Instagram. It encourages more frequent user interactions and content creation, as shorter videos are quicker and easier to produce. This can lead to higher engagement rates and more time spent on the platform. Additionally, short videos are highly shareable, increasing the potential for virality and broadening the reach of user-generated content.
Future Directions for Instagram
While Instagram will continue to support long-form videos through its existing infrastructure, the platform’s future lies in enhancing the short-form content experience. This includes investing in new tools and features for Reels, improving discoverability, and leveraging algorithms to surface content that aligns with user interests. By doubling down on short-form content, Instagram aims to remain competitive in the rapidly evolving social media landscape and continue to grow its user base.
In summary, Instagram’s decision to prioritise short-form content over long videos reflects a strategic move to align with user preferences and market trends. By focusing on quick, engaging clips, the platform aims to enhance user engagement, foster community connections, and stay ahead in the competitive social media space.
