Instagram may embrace long-form video, premium content to take on TikTok: Adam Mosseri
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Instagram could significantly broaden its content strategy in the coming years, with deeper investments in long-form video and premium content, according to platform head Adam Mosseri.
The shift would mark a notable evolution for the Meta-owned app, which has largely prioritised short-form video through Reels in recent years.
Speaking to Semafor, Mosseri acknowledged that Instagram’s long-standing focus on short-form discovery — shaped by its roots as a platform for connecting with friends and exploring interests — may not be sufficient for future growth as user behaviour continues to change.
He suggested that the platform may need to reconsider earlier decisions to avoid competing directly with long-form video platforms. “It might turn out that maybe we’ll need premium content to work… It might be that we need long-form video,” he said.
Mosseri also hinted at the possibility of premium content experiences, including subscription-based or paid offerings from creators.
Until now, Instagram has depended largely on advertising revenue and algorithm-driven discovery, but premium content could open up new monetisation streams while encouraging deeper engagement between creators and audiences. At the same time, Mosseri stressed that Instagram would not simply replicate YouTube’s model, noting that Instagram users typically prefer variety and faster shifts in content rather than long, highly produced videos.
Beyond content formats, Instagram is also thinking beyond smartphones.
The launch of an Instagram TV app for Fire TV devices, which allows users to watch and share Reels on larger screens, signals interest in living-room viewing.
Looking further ahead, Mosseri pointed to smart glasses and wearable technology as potential disruptors, suggesting they could eventually replace smartphones and fundamentally change how people interact with visual platforms like Instagram.