Instagram is making another push to become Gen Z’s TV. The platform announced two new products: Features, which allows horizontal videos up to 90 minutes long, and Series, designed for episodic, short-form microdramas—alongside a revamped version of Instagram Live. The updates come as the platform reports “record-high engagement” driven largely by video, and as social media has crept into territory once owned by traditional TV. But while this isn’t IG’s first attempt at expanding their TV-like features, they’re facing stiffer competition than ever. ICYMI, TikTok now houses microdramas, one of Gen Z’s biggest content obsessions. Meanwhile, YouTube has become synonymous with “modern day TV,” recently doubling down on that rep with Shorts Series, which lets creators organize videos into episodes and seasons. And yet, Instagram still has a potential advantage: their foundation in social connections and sharing with friends could help creators—or rather today’s “TV stars”—build stronger relationships with their audiences than either rival can offer. (Bloomberg)
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