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    Instagram has a ‘symbiotic’ bond with Reels so it’s doubling down on short-form videos, says head Adam Mosseri


    Instagram head Adam Mosseri announced that the platform will focus exclusively on short-form videos, rejecting plans for long-form content. In a recent video statement, Mosseri explained that this decision aligns with Instagram’s core mission of connecting users with friends and helping them explore interests.

    “We do a number of different things on Instagram, but at the heart of it there are really two jobs. One: connecting you with friends. Two: helping you explore your interests, usually through short form video,” Mosseri said.

    Mosseri’s comment comes despite Instagram’s previous attempts to promote longer videos through features like IGTV, which has since been discontinued. Currently, users can post videos up to one hour long in their feed, but the platform is now stressing its Reels feature for short-form content.

    Mosseri argued that short videos are more “symbiotic” with Instagram’s main goals. He explained that users are more likely to share brief, engaging content with friends, fostering connections and interactions on the platform.

    In contrast, Mosseri stated that long-form videos (those longer than 10 minutes) can disrupt this dynamic. “If you watch a 10- or 20-minute video, you see less content from friends, you interact with your friends less, and you’re actually less likely to send that content or that video to a friend,” he said.

    This strategy sets Instagram apart from competitors like TikTok, which is investing more in longer video formats. Instagram’s focus on short-form content is intended to reinforce what Mosseri calls the platform’s “core identity” of connecting people with friends.

    While accepting that not all short videos perfectly align with this mission, Mosseri underlined that Instagram would prioritise short-form content that encourages user connections and engagement.



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