• Strategic shift toward extended video formats within TV viewing experience
• Expanding creator support beyond short clips into longer-form storytelling

Instagram is re-evaluating its content strategy as it increasingly shifts toward strengthening long-form video, after years of prioritising short-form formats.

Tessa Lyons, Instagram’s vice president of product, said short-form videos alone may not be sufficient for success on visual entertainment platforms, noting that the company is exploring ways to support creators across both short and long formats.

She added that Instagram is moving beyond the short-video model popularised by platforms like TikTok, and toward a more YouTube-like experience that broadens creator opportunities and content diversity.

Lyons stressed that long-form content could become a core part of the platform’s future strategy, including podcasts, live streaming, and longer narrative formats delivered in condensed storytelling styles.

This direction comes as the company reassesses its smart TV experience following the launch of a new app resembling long-form streaming platforms.

Despite the dominance of short-form content in recent years, the rapid growth of long-form streaming services—led by YouTube—has pushed tech companies to adapt to shifting viewing habits and expanding digital advertising opportunities.

Projections suggest Instagram may eventually integrate new forms of digital storytelling, including AI-assisted long-form content, in an effort to boost engagement and align with evolving user behaviour.