While TikTok Chases YouTube, Instagram Vows to Focus on Short-Form Content

As TikTok tests the waters with extended video lengths, Instagram's Head Adam Mosseri has made it clear that the Meta-owned platform will continue to prioritize short-form content. In a recent Instagram Reel, Mosseri emphasized that long-form videos don't align with Instagram's core objectives of connecting people with friends and helping users explore their interests.

Mosseri explained that these two goals are closely intertwined, as users often connect with friends through shared interests found in short-form videos. For example, when a user finds a Reel amusing, they are likely to share it with friends who might enjoy it too.

“Long-form video is less compatible with our core missions,” Mosseri stated. “Watching a 10- or 20-minute video reduces interaction with friends and sharing content. Therefore, we’re not pursuing long-form video as it undermines our core identity of connecting people with friends.”

Mosseri's remarks come in the wake of TikTok's recent trial allowing users to upload 60-minute videos. Originally launched with a 15-second upload limit, TikTok has gradually extended this limit to compete with YouTube. TikTok has also introduced features like horizontal full-screen mode and fast-forwarding to enhance the viewing experience for longer videos. Additionally, TikTok began rewarding creators for longer content last year to encourage them to post more on its platform rather than YouTube.

In contrast, Instagram seems uninterested in challenging YouTube's dominance. Instagram had previously ventured into long-form content with its IGTV app, launched in 2018 for sharing longer videos. However, the platform shut down IGTV in 2022 to focus on Reels. At the time, Instagram highlighted that Reels were becoming an essential part of the platform and committed to further investing in this format.