The news: Instagram is testing new video offerings that could help it compete with TikTok and YouTube while attracting more podcasters and creators.

• Features are horizontal videos that can be up to 90 minutes long. The format is available on mobile only, with plans to extend to Instagram for TV. Creators can link to full-length videos from short-form Reels posts.
• Series is designed for episodic microdramas, helping Instagram keep up with TikTok’s own push to make microdramas a distinct content category.
• Instagram Live is being revamped after the platform added restrictive limits in 2025 that required creators to have a public account with at least 1,000 followers to go live. The update lets livestreamed content appear in recommendations and allows creators to broadcast streams to non-followers.

Instagram vice president of product Tessa Lyons said that Instagram wants to be “the best place for social entertainment” and that this requires expanding how creators tell stories and audiences find content, per Bloomberg.

The bigger picture: Instagram beats out TikTok on engagement metrics despite its lower count for short-form video views, per Metricool, and capitalizing on those strong user interactions will support sponsorships that could make the platform a more enticing overall influencer marketing opportunity.

Expanding into long-form and episodic content could help Instagram and its creators build sustained relationships with audiences, deepen narratives, and integrate product placements or ads into video so they feel less abrupt.

Implications for marketers: Instagram’s new options mean brands can lean into sequential storytelling that offers more ad opportunities than traditional short-form video.

Reels can generate awareness and initial interest, then sponsored long-form video can build familiarity, reinforce messaging, and encourage conversions. Meanwhile, more opportunities for livestreams to reach broad audiences will help Instagram join the live content wave that platforms like Netflix are leaning into.

Instagram needs to prove that users accustomed to scrolling through short videos will stick around for longer posts, especially when rival platforms dominate those viewing habits and horizontal is a big break from Instagram’s usual content.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.