Instagram Tests 90-Minute 'Features' to Challenge YouTube
Instagram is testing a new long-form video format called 'Features,' allowing select US creators to upload horizontal videos up to 90 minutes long. This move aims to keep audiences on the platform by linking short Reels to full-length content, directly competing with YouTube. The initiative also seeks to populate Instagram’s TV app, marking a strategic shift toward longer content consumption.
Key points
- Instagram is testing 'Features,' a new format for horizontal videos up to 90 minutes long, available to select creators in the US.
- The initiative allows short Reels to link directly to full-length videos, aiming to keep users within the Instagram ecosystem rather than redirecting them to YouTube.
- Instagram boasts 3 billion monthly active users, providing a massive potential audience that could challenge YouTube's dominance in long-form video.
- The format is designed to populate Instagram’s TV app, addressing the need for longer content to support the growing television viewing experience.
- Instagram executives Adam Mosseri and Tessa Lyons stated that short and long videos will operate symbiotically, with Reels serving as discovery tools for deeper content.
Instagram Expands Video Strategy with Long-Form Content
Instagram is officially testing a new video format known as 'Features,' which permits users to upload horizontal videos lasting up to 90 minutes. This development marks a significant pivot for the Meta-owned platform, which has historically prioritized short-form content through its Reels feature. The new format is currently available to a select group of creators in the United States, following an earlier trial phase conducted in Brazil. Instagram executives have framed this expansion as a natural evolution of the platform, designed to accommodate the growing volume of long-form content produced by creators who previously relied on competitors.
Competing Directly with YouTube
The introduction of 90-minute videos positions Instagram as a direct competitor to YouTube, which currently allows verified accounts to upload videos up to 12 hours in length. While Instagram Reels are restricted to a maximum duration of 20 minutes, the new 'Features' format allows for significantly longer content, including full-length podcasts and comedy specials. The strategic goal is to reduce the friction that currently forces users to leave Instagram to watch complete videos. By enabling Reels to link directly to these longer uploads, Instagram aims to create a symbiotic relationship where short clips serve as trailers that drive traffic to full-length content hosted on the same platform.
Strategic Shift for TV and Desktop
Instagram’s product vice president, Tessa Lyons, emphasized that the move is not an abandonment of short-form video but rather an expansion of capabilities. Lyons noted that many creators already produce longer videos and use Reels clips to drive discovery and audience growth. The 'Features' format is designed to be accessible across desktop, the mobile app, and Instagram for TV. This multi-platform availability is crucial for Instagram’s strategy to populate its television application. Lyons stated that to successfully launch a TV version of Reels, the platform requires a library of content that extends beyond short clips, making long-form video essential for the home viewing experience.
Leadership Evolution and Market Position
Instagram head Adam Mosseri acknowledged a personal evolution in his stance on long-form content. In an announcement video alongside Lyons, Mosseri admitted that he was previously opposed to long-form video on the platform, arguing that quick clips were better for sharing and connection. However, he now believes that short and long videos can coexist and support each other. With 3 billion monthly active users, Instagram possesses a user base that dwarfs many of its competitors. This massive audience provides a unique advantage in attracting creators who are seeking to monetize and engage with viewers without leaving the ecosystem.
Challenges and Future Outlook
Despite the potential advantages, Instagram faces significant hurdles in matching YouTube’s established creator monetization infrastructure. YouTube has spent years building robust tools for ad revenue sharing and channel subscriptions, creating a loyal creator economy. Instagram’s ability to replicate this financial ecosystem remains unproven. Analysts suggest that while the audience size is compelling, the platform must offer competitive financial incentives to convince top creators to migrate their long-form content. The success of 'Features' will likely depend on Instagram’s ability to integrate these longer videos seamlessly into the user experience while providing creators with viable revenue streams. The rollout will continue to expand, with the ultimate goal of making Instagram a comprehensive destination for all video content types.
Sources
The WireByte editorial team synthesises technology news from multiple primary sources, verifies the facts, and links every source. Articles are produced with AI assistance and reviewed under our editorial policy.
