After the fashion of short formats, would social networks be willing to back down? In any case, Instagram will bet on a longer duration of its formats, particularly Reels, these vertical videos largely inspired by TikTok.
Until now this type of format was limited to 3 minutes. But as specialist engineer Alessandro Paluzzi noted and Instagram confirmed to TechCrunch, Instagram will extend this maximum duration to 10 minutes.
+24% more time in the application
This new feature is currently in the testing phase but could arrive on the social network in the coming months. With this addition, Instagram would align itself with its competitor TikTok, which since March 2022 offers videos of up to 10 minutes.
However, Instagram did not wait that long to get into the short and vertical format. Since July 2022, almost all the videos on the platform have been presented in Reels format, that is, in full screen.
A strategy that is also paying off for the Meta group platform (Facebook, WhatsApp, Threads): last April, Instagram claimed that the launch of Reels had led to a 24% increase in time spent on the app.
An extended duration thanks to the algorithmic recommendations offered by the application, with the possibility of infinite scrolling. Mark Zuckerberg also admitted that 20% of the content offered by artificial intelligence came from accounts not followed by the user.
However, this could change in the next few days since with the recent arrival of the Digital Services Law, the European regulation to better regulate platforms, users will be able to show the Reels chronologically.
Source: BFM TV
