Instagram tests 90-minute videos as platforms chase longer viewing
In short
Instagram is testing videos up to 90 minutes long. The move is part of a bigger race among social media apps to keep people watching and bring in creators.
It could change how people spend time on phones and TV screens. The source does not say if the test will become a full rollout or who will use it first.
What the reporting says
Instagram’s test of 90-minute videos reflects a wider push by social media platforms to keep audiences watching and attract creators. The reported aim is to compete for entertainment time across phones and television screens. The immediate impact is not stated, and the source does not say whether the test will expand or how users will respond.
Why it matters
Instagram is testing 90-minute videos as social media platforms try to keep audiences engaged for longer and compete for entertainment time across phones and television screens. The source frames this as a creator and audience retention strategy. It does not state whether the test is limited, where it is available, or any financial impact on Meta or rivals.