Instagram is exploring a deeper push into long-form video and premium content as it looks to stay competitive with fast-growing platforms such as TikTok and YouTube Shorts. The possible shift has been highlighted by recent comments from Instagram head Adam Mosseri.
The Meta-owned platform has traditionally focused on short-form content, particularly Reels. That strategy helped Instagram strengthen engagement and attract creators. However, changing viewer habits are now forcing the company to reassess its long-term approach.
As TikTok and YouTube continue to shape how people watch and create video, Instagram is examining whether longer videos could become necessary for sustained growth.
Why Instagram Is Reconsidering Long-Form Video
In recent years, Instagram has invested heavily in short videos, driven by the rapid rise of Reels. The format remains central to the platform’s identity and discovery model.
Still, Mosseri recently acknowledged that Instagram’s reluctance to compete directly with long-form platforms such as YouTube may not last forever. Speaking with Semafor, he said longer videos and premium offerings could eventually find a place within Instagram’s ecosystem.
This marks a shift from the platform’s earlier stance, which focused almost exclusively on quick, scroll-friendly content.
Premium Content and New Revenue Paths
Mosseri has also pointed to premium content as a potential growth lever. Until now, Instagram has relied on algorithm-driven discovery and ad-supported short-form engagement.
Subscription models or creator-paid content could open new revenue streams for the platform. Such options may also help creators build deeper relationships with their audiences, rather than relying solely on viral reach.
While no timeline has been announced, Instagram appears open to experimenting beyond its current content model.
A Different Take on Long-Form Content
Even if Instagram expands into longer videos, Mosseri stressed that it would not copy YouTube’s approach. YouTube typically rewards long, high-production-value videos.
Instagram, by contrast, thrives on variety and rapid discovery. Any move into long-form content is expected to reflect those strengths, rather than encourage traditional, television-style programming.
Expanding Beyond Smartphones
Instagram is also looking beyond mobile screens. The recent launch of an Instagram TV app for Amazon Fire TV devices allows users to watch and share Reels on larger displays.
The move signals a growing interest in living-room viewing experiences. It also suggests that Instagram is testing how its content performs outside the smartphone-first environment.
Looking Ahead to Wearable Technology
Looking further into the future, Mosseri highlighted smart glasses and other wearable devices as potential game changers. He suggested that such technologies could replace smartphones within the next decade.
Mixed-reality and hands-free experiences could significantly alter how users interact with Instagram. However, Mosseri acknowledged that this shift would pose challenges for a visually driven platform, especially in settings where audio may dominate.
According to him, emerging hardware trends will play a crucial role in shaping Instagram’s design, interface and capabilities in the years ahead.