Instagram is testing videos up to 90 minutes long as it expands beyond short-form content and takes on YouTube in the battle for creators and viewers.
The new feature, called Features, allows selected creators to upload longer horizontal videos, including podcasts, comedy shows and other full-length productions. Instagram has tested the format in Brazil and is now expanding the trial to a small group of creators in the United States.
The platform is also testing Clips as Reels, which lets creators turn sections of longer videos into short Reels that direct viewers to the full content. The idea is to help users discover longer videos without leaving Instagram.
The move could give creators more reasons to publish full-length content on Instagram instead of directing their audiences to YouTube. However, Instagram still has work to do when it comes to creator earnings.
YouTube offers eligible creators 55% of the advertising revenue generated by their standard long-form videos. Instagram, meanwhile, relies heavily on brand partnerships and other monetization tools. Meta has said it is exploring additional ways for creators to earn through brands, fans and Instagram itself, but it has not announced a long-term revenue-sharing model for Features.
Instagram previously tried to compete in the long-form video market with IGTV, which was later discontinued. This time, the company is connecting longer videos with Reels and expanding its focus on watching content through its TV app.
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Instagram is also developing better discovery features for live videos and a dedicated space for episodic Reels, allowing creators to organize connected videos into series.
