Instagram looks beyond Reels, considers long-form video strategy

Instagram is reportedly considering long-form video content for larger screens, testing new formats on TV apps, and exploring subscription-based offerings, signaling a strategic shift beyond short-form Reels to boost creator engagement and revenue opportunities.

Instagram, the popular social media platform, is reportedly evaluating long-form videos as it expands into TV ecosystems. The platform was recently seen testing Instagram’s TV app on Amazon Fire TV, which currently streams Reels. Unlike YouTube, Instagram has limited long-form content for big-screen viewing, prompting the company to explore premium, extended videos tailored for larger audiences.

Adam Mosseri, Instagram CEO, told Semafor that the platform has so far concentrated on short-form content but hinted at future experimentation with long-form formats. “It might turn out that maybe we'll need premium content to work. It might be that we need long-form video. And then if we need long-form video, what does that mean for us?” Mosseri said, acknowledging the platform’s cautious approach toward markets it had previously avoided.

Subscription models and evolving ecosystems

Mosseri also indicated that Instagram may expand subscription-based models, offering creators new ways to monetize their content. Although Instagram has allowed paid content since its early attempts with IGTV in 2018, the service was discontinued in 2022 as Reels gained traction.

“We're going to learn a lot, I'm sure we'll get a bunch of things wrong, but we're gonna iterate quickly,” Mosseri added, emphasizing the company’s openness to experimentation. Analysts note that this move reflects Instagram’s broader strategy to evolve beyond smartphones and capture audiences across emerging digital ecosystems, including smart TVs and connected devices.