Instagram is reportedly testing a new feature that allows selected creators to upload horizontal videos lasting up to 90 minutes. This move represents a strategic shift for the platform, which has primarily focused on short-form content through its Reels feature in recent years. The new format, referred to as Features, is currently being trialled with creators in Brazil and the United States.

The introduction of this feature is designed to provide creators with the flexibility to share longer content, including podcasts, interviews, and comedy programmes. By enabling longer video uploads, Instagram seeks to enhance its appeal to creators who require more time than what is typically available in a standard Reel.

This development could significantly bolster Instagram’s competitive stance against YouTube, where longer videos are a key component of user engagement. Reports indicate that Instagram is also exploring methods to link short clips to their full-length counterparts, potentially allowing users to discover complete programmes without leaving the app.

How Features Will Function for Creators

The Features format will enable creators to upload videos in a horizontal orientation, which is better suited for formats like interviews and podcasts. One of the primary objectives of this feature is to bridge Instagram’s existing short-video audience with longer content. Creators will have the option to share shorter segments from their full-length videos as Reels, directing viewers to the complete version.

For example, a creator who produces a one-hour interview can share an engaging excerpt as a Reel. Viewers interested in the entire conversation will then have the opportunity to transition directly to the longer video on Instagram. This strategy aims to allow creators to engage audiences through various formats while keeping them within the same platform.

Moreover, this approach could potentially minimise the necessity for creators to redirect their followers to YouTube for complete interviews or long-form content. Instagram’s leadership, including head Adam Mosseri and vice-president of product Tessa Lyons, has framed this change as an effort to harmonise short-form and long-form videos rather than have them compete for viewer attention.

Challenges in Competing with YouTube

The introduction of longer videos is particularly significant as Instagram has historically concentrated on quick, easily shareable content. While Reels has allowed the platform to remain competitive in the short-video sector, creators producing longer content have frequently turned to other platforms to host their full videos. YouTube has successfully cultivated a dedicated audience for various long-form formats, including podcasts and video essays.

YouTube also incentivises creators through its Partner Programme, which offers a share of advertising revenue, providing a financial motivation to publish content on its platform. In contrast, Instagram’s monetisation strategy for creators is centred around brand partnerships and subscriptions, with no long-term advertising revenue-sharing model specifically announced for the Features format.

The rollout of Features aligns with Instagram’s broader ambition to extend its reach beyond mobile devices. The company has been working on Instagram for TV, allowing users to view video content on larger screens. This service has been integrated across various television platforms, including Amazon Fire TV and Apple TV in the United States. Longer videos may enhance this offering for users who prefer watching creator-led programmes on a television rather than a mobile device.

Previously, Instagram attempted to establish itself in the long-form video space with its IGTV service, launched in 2018. However, IGTV did not achieve the necessary traction to compete effectively with YouTube and was eventually discontinued as a standalone product. Currently, the rollout of the new Features format remains limited, and Instagram has not disclosed when it will be made widely available.

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