This interview has been edited.
Mark Stenberg: What did Instagram announce, and what does it add up to?
Rachel Karten: The big announcement is the test of a long-form hub on profiles. You might be on your Explore page, click a video, and find that it’s 12 minutes long. Instagram may also start recommending videos over 3 minutes, which used to be the limit. Until now, a 3-minute Reel was as deep as you could go with your favorite creator. Instagram wants Reels to be a funnel, so you go down a rabbit hole and maybe watch 90 minutes from that creator.
Mark: Where do series, like InStyle’s The Intern, fit into that?
Rachel: Instagram also announced a dedicated hub for series. So now when you’re served Episode 27 of a series on Reels, there will be UI in the tab that lets you click through and watch every episode.
Mark: Publishers like People Inc are beginning to lean into this. What makes that work?
Rachel: Publishers usually tack themselves onto cultural events, which makes them somewhat interchangeable. With The Intern, InStyle is creating its own IP. You’re learning about InStyle, but you’re also returning to watch again and again. Plus that familiarity can help with engagement: When you know the characters, you’re more likely to stop scrolling.
Mark: What does this say about where Instagram is heading?
Rachel: I look at the signals these announcements send, and they say Instagram is more of an entertainment platform than a community platform. I watch YouTube on my TV, so I think Instagram on TV is possible.
Mark: What challenges does this format present for brands?
Rachel: The way social is moving requires brands to narrow their focus. I’m curious what would happen if InStyle launched an account just for The Intern and kept its main account about its own content. Away, the luggage company, did something like this with a separate account, and it thrived. And if you’re putting employees into serialized social video, especially sponsored episodes, I recommend talent contracts.
Pulled Quotes
“Those that exist, exist because of the beneficence of wealthy patrons.”
Former Life magazine editor Daniel Okrent, on many legacy publishers’ commercial model
READ MORE
“We think of ourselves as journalists, but creators too, doing credible investigative work.”
Newsgirls creators Wren Woodson and Mabel Kabani, on their new-age news outlet
READ MORE
“On the surface, it looks effortless. But, obviously, the duck is treading underwater while trying to look calm on top.”
Local News International creator Dave Jorgenson, on expanding from short-form into long-form video reporting
READ MORE
“These guys have millions of followers in a demographic that I’ve been chasing for decades.”
Former 60 Minutes executive producer Bill Owens, on why he joined the YouTube news publisher Newpress
READ MORE
