Instagram’s Shift Away from Long-Form Videos: A Focus on Connection and Short-Form Content
Instagram, the popular photo and video-sharing social media platform, owned by Meta Platforms, is doubling down on short-form content over longer videos. This strategic shift, as per Adam Mosseri, head of Instagram, is rooted in prioritizing the platform’s “core identity” — to connect people with friends and help them explore their interests. While you can still upload longer videos, Instagram is prioritising short-form content like Reels, emphasizing its role in fostering a more dynamic and engaging social experience.
Why Instagram Prioritizes Short-Form Content
Instagram’s decision to shift towards short-form content stems from its core mission: to connect users with their friends and spark interest in diverse content. The platform believes that short videos, particularly Instagram Reels, seamlessly intertwine these two objectives.
The Symbiotic Relationship of Short-Form Content
According to Mosseri, short-form content fosters a symbiotic relationship between connecting with friends and exploring interests. When a user stumbles upon a compelling Reels video, they are more likely to share it with friends who share similar interests. This strengthens existing connections and fosters new ones organically. This sharing behavior keeps users engaged with their friends’ content while simultaneously exposing them to new and exciting content.
The Disconnect with Long-Form Video
Long-form videos, on the other hand, disrupt this symbiotic relationship. Instagram argues that longer videos, ranging from 10 to 20 minutes, tend to consume more user time, potentially pushing aside interaction with friends and their content. “If you watch a 10- or 20-minute video, you see less content from friends, you interact with your friends less, and you’re actually less likely to send that content or that video to a friend”, Mosseri noted. This shift away from engaging with friends’ content, Instagram deems “undermining” its core identity, leading to the decision to prioritize short-form content.
The Evolution of Long-Form Videos on Instagram
Instagram’s journey with long-form videos had a separate platform, IGTV, launched in 2018. This dedicated platform allowed users to upload videos up to an hour long, a feature absent from standard Instagram posts at the time. However, in 2022, IGTV was discontinued in line with the company’s focus on Instagram Reels. This change reflects Instagram’s commitment to streamlining its offerings and focusing on features that effectively connect users with their friends while facilitating content discovery.
What This Means for Instagram Users and Creators
This shift towards short-form content has implications for users and creators alike. For users, it indicates an increased emphasis on discovering engaging and shareable content that fosters connection with friends. It also suggests that Instagram will continue to invest in features like Reels that enhance discoverability and engagement with short-form videos.
For creators, this shift signifies a potential opportunity to focus their efforts on generating high-quality, engaging short-form content. While longer videos may still find their place on the platform, focusing on short-form content like Reels might lead to greater visibility and engagement, ultimately contributing to audience growth.
The Future of Long-Form Videos on Instagram
Although Instagram’s focus is shifting towards short-form content, long-form videos are not entirely disappearing. While they are no longer central to the platform’s core identity, their presence is acknowledged. Users can still upload longer videos, and the platform will continue to support them. However, these videos will likely receive less prominence in the overall platform experience compared to short-form content.
Conclusion
Instagram’s strategic shift towards short-form content is a deliberate move to strengthen its core identity of connecting people with friends and enabling discovery. This prioritization is reflected in the platform’s focus on features like Instagram Reels, which encourage content sharing and foster a more interactive social experience. While longer videos still occupy a space on the platform, they are no longer the primary focus. This shift may lead to a change in user behavior as the platform encourages more short-form content consumption and creation. The evolution of Instagram reflects the changing landscape of social media, where short-form videos have emerged as a powerful tool for engagement, connection, and discovery.
