By Jonathan Baker, with Insights from Christina Botte, EGC’s Director of Social Media Social media platforms are either reinventing themselves or extending their presence beyond the mobile screens where their content first took hold. Consider, for example, the growing trend among platforms to develop or partner with podcast channels. Now, Instagram is exploring another evolution. This evolution still leans into its image and video roots but shifts to where and how that content is consumed. ‘Instagram for TV’ Late last year, ‘Instagram for TV’ was introduced, enabling users to watch Reels on connected television (CTV) in addition to their mobile devices. On the surface, this offers a more relaxed, big-screen viewing experience. More strategically, it signals Instagram’s push into the video streaming arena, positioning itself alongside platforms like YouTube and TikTok as viewing habits continue to expand beyond mobile. The Long and Short (or Rather, the Short and Long) of Instagram Instagram has long specialized in short-form video content. This past summer, the platform introduced Linked Reels, allowing creators to connect short videos into sequential, episodic experiences. As reported in EMARKETER, Instagram may need to reassess its video strategy if it aims to make an impact on CTV. Tessa Lyons, Vice President of Product at Instagram, noted that the platform will evolve to become “a unique part of creators’ long-form strategy in addition to their short-form strategy.” This move, however, presents several challenges, not the least of which is competition. YouTube YouTube remains a dominant force in video, particularly in longer-form content. Its influence extends beyond traditional viewing. Research shows that the platform is heavily cited in AI-driven search results, which solidifies its position as a primary source of structured video content. TikTok TikTok’s popularity is undisputed, and its evolution continues. Despite past concerns over its future in the U.S., the platform remains highly influential. Most recently, TikTok partnered with iHeartMedia to expand into audio formats, including podcasts and radio, thus extending its reach beyond short-form video and into a broader, cross-channel ecosystem. Another Challenge: The Format of Instagram Itself Aside from its competition, Instagram faces a more fundamental hurdle: Long-form content is not native to the platform. Transitioning from a primarily short-form experience to one that supports longer viewing sessions could prove as challenging (if not more so) than competing with established players like YouTube and TikTok. Still, the growth of long-form video and the rise of CTV may provide enough incentive for Instagram to continue pushing in this direction. As Christina Botte, Director of Social Media at EGC observes:“Instagram moving to the big screen is exciting, but to truly compete with YouTube and TikTok on CTV, it needs to give brands and creators a real reason to go long.” Long Form Continues to Go Long Short-form video remains integral to most ad campaigns. A noteworthy 83 percent of marketers have indicated, however, that long-form content is becoming increasingly important to their strategies. This shift does not suggest abandoning short-form content but rather a rebalance toward a more diversified video approach. And that content is being increasingly viewed beyond mobile devices. Getting Seen on CTV Instagram deserves credit for keeping its collective lens focused on the future. With both the growing importance of long-form video and the increasing appeal of CTV, where premium ad budgets and high-attention environments intersect, the platform is positioning itself across multiple viewing contexts. Whether it can successfully rival YouTube and TikTok in this space remains to be seen. Final Thoughts While social media platforms continue to compete for users and attention, they are also responding to a broader industry shift: fragmentation. Audiences are no longer concentrated in one place, but spread across platforms, formats, and devices. As fragmentation increases, so too must diversification. Instagram’s exploration of longer-form content alongside its short-form foundation reflects this reality. Does your brand’s social media presence lend itself to shorter, or longer, video content? Our team of social media experts will help you determine the right mix. From there, our video production team can bring your brand’s story to life. Contact us today.
