In the app, some users are now able to upload 3 minute long Reels videos as part of Instagram’s test of longer Reels video uploads. This example shows that some users are now prompted to upload videos of 3 minutes for their Reels, up from 90 seconds. IGHQ has been experimenting with 10-minute uploads for a while.
Although it’s the first time we’ve seen it in live testing, users can currently only upload pre-recorded videos as longer Reels instead of capturing them with the Reels camera. TikTok has also jumped on the trend of longer videos, aiming to expand user behaviors and offer more diverse content to keep people interested. In line with this, TikTok has introduced its new Creator Rewards Program, offering cash incentives for those who post longer video clips. Additionally, Instagram has been encouraging users to share longer Reels in order to boost engagement.
With longer watch time comes increased entertainment value. As social apps shift their focus away from the social aspects, maintaining user interest is crucial for sustained app growth. This also opens up more opportunities for monetization through in-stream ads. Considering the high viewership of Reels content, it makes perfect sense for Meta to explore different formats and gauge what will capture users’ attention and yield successful outcomes.
According to Meta’s report in January, Reels consumption has increased by 20% compared to the previous year. This growth is attributed to its AI-powered content recommendations, which have also resulted in a boost in both Facebook and Instagram usage. As a result, it appears that Long Reels may be the next logical progression. We have reached out to Instagram for further details on this test and will provide an update if we receive a response.
The source: SocialMediaToday
