Instagram is set to challenge YouTube’s dominance in the long-form video space by introducing a new format called “Features.” This initiative allows creators to upload horizontal videos of up to 90 minutes in length. The move aims to retain users who might otherwise migrate to YouTube for monetisation opportunities.

While short-form vertical videos have gained immense popularity, they often lack the monetisation potential that longer videos provide. YouTube’s existing model allows for ad placements within videos, enabling creators to earn a significant portion of the revenue generated. Over the past four years, YouTube has reportedly paid out over $100 billion to content creators and media companies, establishing a successful framework that Instagram seeks to replicate.

Instagram’s introduction of long-form videos is seen as a necessary evolution to keep creators engaged within its platform. The company aims to provide a more comprehensive content experience while ensuring that creators can monetise their work effectively.

Details on the ‘Features’ Format

The “Features” format is currently being trialled with a select group of creators in the United States, following initial tests in Brazil. This new tool is designed to accommodate 90-minute horizontal videos, making it suitable for a variety of content types, including podcasts, in-depth vlogs, and comedy specials.

To enhance user engagement, Instagram is introducing a feature called “Clips as Reels.” This allows creators to extract short clips from their longer videos, which can be shared as Reels. When viewers engage with these shorter clips, they will have direct access to the full-length video, thereby encouraging more extensive viewing.

Additionally, users will have the option to save these long videos to their devices or stream them on televisions. Instagram is also expanding its TV app to include support for Apple TV, complementing existing compatibility with platforms such as Samsung, Fire TV, and Google TV.

Monetisation Prospects for Creators

A critical aspect of the new “Features” format is whether Instagram will implement an advertising model similar to YouTube’s, allowing creators to earn revenue. Currently, Instagram does not have a defined ad revenue-sharing strategy for this new feature. However, the company acknowledges the importance of compensating creators.

A spokesperson from Meta indicated that the organisation is exploring performance-based incentives and other avenues for creators to generate income from their audiences and brands. Adam Mosseri, the head of Instagram, has also addressed concerns regarding monetisation, emphasising that the company is committed to finding ways to support long-form creators financially.

This initiative marks Instagram’s second attempt at offering long videos. The platform previously launched IGTV in 2018, which ultimately failed to attract a significant audience and was discontinued in 2022. Despite initial reservations about reintroducing long-form content, Mosseri was persuaded by Instagram’s Vice President of Product, Tessa Lyons, to give it another try. She argued that while short Reels are essential for user engagement, there is a demand for deeper content from creators.

Additional Features and Future Directions

Alongside “Features,” Instagram is also testing a new tool called “Series.” This feature will enable creators to organise related episodic Reels into a dedicated section on their profiles, allowing followers to easily access ongoing narratives. This approach aims to enhance the user experience while keeping audiences engaged with creators’ content.

As Instagram continues to innovate and adapt to the changing landscape of social media, the success of these new features will depend largely on their ability to attract both creators and viewers. The platform’s efforts to blend short and long-form content could redefine how users interact with video on social media.

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