Watch out, YouTube — Instagram goes from short-form to 90-minute videos

Instagram is testing 90-minute video uploads and new ways to connect short-form Reels with longer content, signaling a strategic move to keep creators and viewers inside Meta’s ecosystem and challenge YouTube’s dominance in creator monetization. For CIOs and technology leaders, this could shift where brand content, training, and executive communications are distributed, while increasing the importance of platform diversification, audience analytics, and governance around video strategy as social platforms converge on mixed-format publishing.