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The news: Instagram is reportedly testing longer videos in a move that could expand its revenue options and help it address a major weakness against key rivals TikTok and YouTube.
Why minutes matter: The shift not only aligns with lengths TikTok has allowed since last year but also encroaches on YouTube’s territory.
The sweet spot for YouTube videos lies between 6 and 8 minutes, according to Brafton; Piktochart puts the ideal length at 5 to 15 minutes. It’s clear Instagram is going after YouTube, gunning to cut into its long-form market share.
Covering the bases: Social media platforms are increasingly converging in terms of their features and offerings to ensure they can meet varying user preferences.
Our take: With TikTok already allowing 10-minute content, Instagram's potential change is a strategic play. YouTube should generate $7.36 billion in US ad revenues this year. Instagram can now better compete for some of that allocation.
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