By: Jangsu
The Instagram Chief Executive Officer (CEO), Adam Mosseri, has suggested in an interview that the platform is considering an investment in longer videos and premium content to enhance user engagement and strengthen its competitive position against platforms like TikTok.
In a discussion with the digital news and analytics platform Semifour, he explained that Instagram‘s current strategy focuses on short content that caters to users’ immediate interests. However, he indicated that the introduction of longer videos might be necessary in the future to capture users’ attention for a longer duration.
This potential shift could create new revenue streams, such as subscription models or paid content from creators. Mosseri emphasised that Instagram’s approach to long-form video would differ from YouTube’s, as users are accustomed to a fast-paced and varied content experience on Instagram.
Instagram’s strategy isn’t limited to mobile devices. Recently, the platform launched the Instagram TV app for Fire TV, allowing users to watch and share reels on larger screens.
Mosseri also highlighted the future role of smart glasses and other wearable devices, suggesting that they could eventually replace smartphones. He noted that these technologies could alter how Instagram is used, emphasising mixed reality and hands-free experiences.
He posed an important question for visual platforms: “How do we design those experiences when most of the user interactions are audio-based?”
Overall, it is evident that Instagram is exploring opportunities beyond short-form content to enhance user engagement through new technological innovations.
