Instagram May Introduce Long Form Video and Premium Content to Compete With TikTok

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Instagram may be heading toward one of its most meaningful shifts in years. In a recent interview, Adam Mosseri, head of Instagram, openly acknowledged that the platform could eventually adopt long form video and lean more heavily into premium content if that is what it takes to stay competitive with TikTok and YouTube.

While this is not a confirmed roadmap, the statement itself marks a noticeable change in tone. For years, Instagram defended its short form focus. Now, for the first time, leadership is publicly accepting that the platform’s future may require a broader content strategy.

TLDR: Key Takeaways

• Instagram may explore long-form video and premium content to stay competitive with TikTok and YouTube
• Reels will remain central, with longer formats likely added as an option
• Premium content could give creators more stable monetization opportunities
• No confirmed launch timeline yet, but changes may roll out gradually

A Carefully Worded but Important Signal

Mosseri’s comments were not an announcement. Instead, they reflected internal discussions happening at Instagram as viewing habits change.

He explained that Instagram might need to explore longer videos and paid content models, especially as the platform expands onto television screens. This matters because people consume content very differently on TVs than on phones. Short, fast clips work well on mobile. Living room viewing favors longer, more immersive formats.

The key takeaway is not that Instagram is abandoning short form video. It is that the company is no longer ruling out alternatives it once avoided.

Why This Feels Like a Reversal

What makes this moment significant is how strongly Instagram previously rejected long form video.

In earlier statements, Mosseri argued that longer content weakens Instagram’s core identity. According to him, long videos reduce interaction between friends, limit sharing, and push the platform toward passive consumption. Those concerns were central to Instagram’s decision to avoid competing directly with YouTube.

Now, competitive pressure and changing consumption habits appear to be forcing a reassessment. This does not mean Instagram was wrong before. It means the market has changed.

What Instagram Already Offers Today

Despite its reputation as a short form platform, Instagram already supports multiple video formats that hint at future flexibility.

Reels remain the platform’s primary growth engine. Originally designed for quick entertainment, Reels have quietly expanded in length and now allow more storytelling than before.

Feed videos support longer uploads, especially for verified and business accounts. These videos appear alongside photos and benefit from algorithmic discovery.

Stories allow longer narratives broken into segments, keeping viewers engaged without overwhelming them.

Instagram Subscriptions already exist, letting creators lock exclusive content behind a monthly fee. This includes Stories, Reels, Lives, and private interactions.

The infrastructure for long form video and premium content is already present. What is missing is prioritization and visibility.

What Long Form Video Really Means

Long form video is not just a longer Reel. It is a different viewing experience entirely.

Short form content is designed to grab attention quickly, encourage sharing, and drive discovery. Long form content focuses on depth, education, storytelling, and sustained engagement.

Creators approach it differently. Viewers consume it differently. Monetization works differently.

For Instagram, adopting long form video would mean shifting from fast scrolling to intentional viewing, especially on larger screens like televisions.

Why Premium Content Matters More Than Ever

Premium content is where this conversation becomes especially interesting.

Instagram already allows creators to charge for subscriptions, but adoption has been limited. Many creators feel the feature exists without enough algorithmic support to make it viable at scale.

If Instagram leans into premium content, it could include:

• Stronger promotion of subscription only posts

• Multiple subscription tiers

• Exclusive long form videos for paying followers

• Creator channels designed specifically for paid content

• Better tools for audience conversion and retention

This would bring Instagram closer to TikTok’s paid content model and YouTube’s membership ecosystem.

For creators, premium content offers stability. Instead of chasing viral reach, they can build recurring income from loyal audiences.

How This Compares With TikTok and YouTube

Each major platform approaches video differently.

TikTok began with short form dominance but has gradually expanded into longer videos and paid creator programs. Its algorithm is especially effective at pushing new formats to large audiences quickly.

YouTube remains the gold standard for long form video. Its ecosystem is built around deeper engagement, strong monetization, and television viewing.

Instagram sits between the two. It excels at short form monetization and brand partnerships but lacks a strong identity in long form content.

If Instagram embraces long form video and premium content, it would be attempting something ambitious: competing with TikTok on engagement while challenging YouTube on depth.

What Creators Are Saying

Creator reactions have been mixed.

Some creators are optimistic. Educators, journalists, coaches, and long form storytellers see this as an opportunity to consolidate their audience on one platform.

Others are skeptical. Instagram has experimented with long form video before through IGTV, which was eventually shut down. That history makes many creators cautious about investing time into another experimental format.

There is also concern about algorithm changes. Many creators already feel visibility is unpredictable. Adding another content format could fragment attention even further.

The Role of Instagram on TV

This conversation cannot be separated from Instagram’s move onto television screens.

Instagram recently launched a dedicated TV app that brings Reels to the living room. While it currently focuses on short form content, the infrastructure clearly supports longer viewing sessions.

TV viewing encourages passive consumption, longer attention spans, and higher advertising value. If Instagram wants to compete for TV time, short clips alone may not be enough.

This is likely why long form video is back on the table.

What to Expect Next

There is no confirmed rollout plan, but a gradual approach seems likely.

In the near future, the focus will remain on Reels while Instagram studies how users behave on TV. Premium features may receive more visibility and better discovery tools.

Over time, longer video limits could expand, and subscription tools could become more central to creator strategy.

If demand proves strong, Instagram may eventually introduce a clearly defined long form category without repeating past mistakes.

What This Means for Creators and Brands

For creators, the message is preparation, not panic.

Reels are still essential. Short form video is not going away. But building deeper content libraries on platforms like YouTube or TikTok alongside Instagram is a smart hedge.

Exploring Instagram Subscriptions now could offer an early advantage if the platform begins prioritizing premium content.

For brands, Instagram remains a strong channel for advertising and influencer partnerships. A future long form option would simply expand storytelling opportunities rather than replace existing strategies.

Conclusion

Instagram is not abandoning its identity overnight. But Adam Mosseri’s comments reveal something important: the platform is no longer ruling out change.

As competition intensifies and viewing habits evolve, long form video and premium content are no longer off limits ideas. They are strategic options under serious consideration.

Whether Instagram executes this shift successfully remains uncertain. Past experiments offer lessons, and creator trust will be critical. But one thing is clear: Instagram is preparing for a future that looks very different from its past.

For creators, brands, and users alike, adaptability will matter more than ever.

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FAQs: Instagram, Long Form Video & Premium Content

1. Is Instagram really planning to introduce long form videos?

Instagram has not confirmed a full rollout yet, but Adam Mosseri has openly said the platform may need to explore long form video in the future. This would be a strategic move to compete more directly with TikTok and YouTube, especially as Instagram expands to TV screens.

2. What does long form video mean on Instagram?

Long form video generally refers to content longer than short Reels, typically videos over ten minutes. This type of content focuses more on storytelling, education, or deep dives rather than quick entertainment.

3. Why is Instagram considering long form content now?

Instagram is facing increasing competition from TikTok and YouTube. With TikTok pushing longer videos and Instagram launching a TV app, the platform may need longer content formats that suit big screens and extended viewing.

4. Will Instagram stop focusing on Reels if long form video launches?

No. Reels will likely remain Instagram’s core format. Long form content would probably be an additional option rather than a replacement, allowing creators to publish different types of content on the same platform.

5. What is premium content on Instagram?

Premium content refers to paid or exclusive content that followers can access through subscriptions. This may include exclusive videos, early access posts, private Lives, or members only updates.

6. Can creators already earn money from premium content on Instagram?

Yes. Instagram already offers creator subscriptions, badges on Lives, and affiliate tools. However, these features may expand further if Instagram places more focus on paid and premium content.

7. How could this change benefit creators?

Creators could earn more stable income through subscriptions and longer content, rather than relying only on short-form views and brand deals. It also allows deeper engagement with loyal followers.

8. How does this affect Instagram users?

Users may see more diverse content, including longer videos and optional paid content. Free content will still exist, but premium options could offer deeper or ad free experiences.

9. Is Instagram trying to become like YouTube?

Not exactly. Instagram appears to be exploring a hybrid model combining short form entertainment, social interaction, and selective long form or premium content, rather than fully copying YouTube’s approach.

10. When can we expect these changes to roll out?

There is no confirmed timeline. Any major shift toward long form video or premium content is likely to happen gradually over the next few years, based on user behavior and creator adoption.