Instagram Expands Long-Form Video Tests to 90-Minute Horizontal Uploads and TV Viewing in United States
What happened
Instagram launched expanded US tests allowing creators to upload horizontal videos up to 90 minutes long, alongside connected TV integrations and episodic series tools.
The Context
- Correcting past missteps: Unlike the vertical-only constraint that limited IGTV in 2018, this architecture supports traditional horizontal formats designed explicitly for living room screens.
- Closing the discovery loop: The platform now lets creators link short Reels directly to full-length content, preventing audience loss to external platforms like YouTube.
- Targeting connected television: New features include a dedicated Friends tab for co-watching, smartphone remote capabilities, and algorithmic distribution for episodic series on smart TVs.
The Number
— the verified reach generated by a single Reels snippet from the *Happy Wife Happy Life* podcast, illustrating the scale Instagram aims to redirect into complete episodes.
Takeaway
Expect creator workflows and ad spends to consolidate around single platforms as social feeds evolve into full-fledged living room streaming hubs.
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