The platform continues to test features native to competitor TikTok, which already allows users to post longer-form content on its platform.

But as competition between TikTok, Instagram Reels, and YouTube Shorts heats up, the expanded video length has become almost table stakes for all of the social media giants.

That’s particularly true because longer-form content keeps people engaged for more time and makes it easier to place and sell advertising. 

TechCrunch has more.