INSTAGRAM JUST LAUNCHED LONG-FORM VIDEO…BUT I DON'T THINK BRANDS SHOULD USE IT

Summary from the TLDR Marketing newsletter

Instagram's new long-form video format isn't a priority for brands that haven't mastered short-form content. Brands should first create Reels over 60 seconds that earn strong watch time and engagement, then turn successful formats into consistent series that build an audience. Long-form is worth exploring only when short videos can persuade viewers to watch more. Create content that builds brand influence and drives action, not just views.