Instagram advises that posting longer videos may harm your performance metrics.
Here's a crucial note for IG creators.
According to Instagram's content team, sharing videos longer than 90 seconds might actually decrease your app's reach.
This insight was shared by the IG team at an author event in New York last week, where Instagram's CEO Adam Mosseri answered various questions about the platform, algorithm, and more.
Mosseri and the IG team presented a specific slide stating that videos exceeding 90 seconds could negatively impact reach.
While most insights are standard and align with what you've likely heard before (creating authentic interactions, posting at optimal times, etc.), there are a few noteworthy points.
Firstly, the advice suggests that posting updates simultaneously on other platforms could be beneficial, likely tied to broader branding and ongoing discussion.
In terms of impact, IG claims that sharing content you didn't create, posting content with watermarks from other apps, engagement bait, and overall low-quality content will harm your reach.
And posting videos longer than 90 seconds.
This raises the question: "Why does Instagram allow videos over 90 seconds if people are not interested in watching them?"
To clarify, the current maximum duration for in-app video posts is 90 seconds, but you can upload longer clips. Instagram is experimenting with uploading 3-minute and 10-minute videos. Although these experiments don't seem to be performing well, considering the advice against it.
In any case, this is an important note that could impact your publishing strategy.
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