● Covered by 4 sources · 4 reportsMedium impact4 neutral
Instagram Tests 'Features' for Long-Form Horizontal Videos Up to 90 Minutes
Key points
- Instagram is testing "Features" for long-form horizontal videos.
- Videos can be up to 90 minutes long, targeting podcasters and comedians.
- Content is viewable on the Instagram app and dedicated TV apps.
- The platform currently lacks a direct ad revenue sharing program for creators.
- This expands on short-form Reels, allowing creators to link to longer content.
Instagram Introduces 'Features' for Extended Video Content
Instagram has begun testing a new long-form horizontal video format named "Features." This new offering allows creators to upload videos up to 90 minutes in length, marking a strategic shift for the platform, which has primarily focused on short-form content like Reels.
Instagram head Adam Mosseri and VP Tessa Lyons explained that this expansion is driven by trends such as friends watching Reels together, including on TV apps. The company hopes these longer videos will be symbiotic with shorter content, allowing creators to use Reels to build an audience for their extended works.
Target Audience and Availability
The "Features" format is currently being tested with select creators in the U.S. and Brazil. Instagram is specifically targeting creators such as comedians and podcasters for this new content type. While the horizontal videos will be viewable within the Instagram app, the company also aims to push users towards its dedicated TV apps, which are expanding to Apple TV, Samsung, and Google TV devices.
This move allows creators to expand on content initially presented in Reels, providing more room to tell stories to their existing communities.
Competition with YouTube
This initiative positions Instagram to compete with YouTube in the long-form video space. Instagram has previously attempted to enter this market with products like IGTV, which was eventually phased out. "Features" represents a renewed effort to attract creators who produce longer content.
A notable difference from YouTube, however, is the current absence of a direct ad revenue sharing program for creators on Instagram's "Features." While Instagram offers other monetization tools like subscriptions, it does not typically pay creators on a per-view basis for this new format.
Creator Monetization and Strategy
Adam Mosseri has acknowledged that a key concern with enabling longer videos was the potential to cannibalize engagement with short-form content. However, the company hopes the longer videos will complement shorter content, allowing creators to link shorter Reels to full-length videos.
The current monetization model for creators on Instagram involves direct payments from the platform, fans, or brands. The lack of a direct ad share for "Features" means creators will need to rely on these existing methods for revenue from their long-form content.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
Instagram is testing a new long-form horizontal video format, "Features," allowing videos up to 90 minutes, with select U.S. creators. This initiative aims to compete with YouTube by providing a platform for podcasters and other long-form content creators, allowing them to link shorter Reels to full-length videos.
Instagram is testing a new video upload feature that allows creators to share videos up to 90 minutes long. This move marks a strategic shift for Instagram, which has primarily focused on short-form content, and could position it to compete with YouTube's creator monetization model.
Instagram is testing a new horizontal video format called "features" that supports videos up to 90 minutes long, targeting comedians and podcasters. This initiative includes expanding its dedicated TV apps to Apple TV, Samsung, and Google TV devices, and supporting Stories and live streams, aiming to compete with YouTube for longform content and associated ad revenue.
Instagram introduced "Features," a new platform for long-form, horizontal video content, aiming to expand creator options beyond Reels. The new offering currently lacks a direct ad revenue sharing program for creators, a key difference from platforms like YouTube.