Meta-owned Instagram has spent the last few years focused on short Reels. However, the platform now wants a share of long-form video too. Instagram is debuting a new format called “Features”, which lets creators upload horizontal videos up to 90 minutes long and directly rivals YouTube.
Instagram Dives into Long-Format Videos with Features
According to a 6-minute video shared today, Instagram head Adam Mosseri and VP Tessa Lyons explain that Instagram Features is built for long-form creators like podcasters and comedians. These creators can now post full-length horizontal videos of up to 90 minutes directly on Instagram.
That is a big jump from Reels, which usually run for around three minutes or less. These long videos will be recommended by Instagram on the Explore page and in other parts of the app. The best part is that Reels and Features work together.
For example, if you come across a podcast clip in Reels, you can tap it to keep watching or jump straight to the full episode without leaving Instagram. Moreover, Lyons said established creators can bring their existing branded deals and ad placements to the new format.
She added that Instagram also sees a chance to help creators who don’t have that kind of business setup yet. However, Instagram hasn’t shared any specific monetisation tools for Features so far.
That said, Instagram first tested Features in Brazil, and it’s now expanding the test to select creators in the US. There’s no word yet on when it will reach India, even though India is one of Instagram’s biggest markets. So, stay tuned.
Related Articles
