Instagram has started testing long-form video, with a new upload type called Features that allows horizontal videos of up to 90 minutes. Instagram head Adam Mosseri announced the test on 26 October, and it is aimed at creators such as podcasters and comedians.
Instagram has so far been a short-video platform, while longer videos mostly meant YouTube. The company has not said when or whether the test will reach more countries.
Brazil first, then selected US creators
The test began in Brazil and is now widening to a chosen group of creators in the US, according to TechCrunch and 9to5Mac. Viewers watch the longer videos in the Instagram mobile app, and the latter says the full-length videos will be suggested to viewers through Explore and other surfaces. The same report adds that Mosseri says viewers can also save them to send to the TV app.
A second test, “Clips as Reels”, lets creators cut a long video into short Reels that link back to the full version. A viewer who taps a podcast clip in Reels can jump to the whole episode without leaving Instagram.
Mosseri’s change of mind
Mosseri has long argued against long videos on the app. In his announcement video he said: “For a long time, I have been against doing long-form video on Instagram.” Instagram product chief Tessa Lyons said Reels “is still going to be a core part of Instagram.”
The move puts Instagram in more direct competition with YouTube, the main home of long videos online, and echoes the company’s earlier attempt at long video, IGTV, which has since been shut down.
Nothing decided on payment
A Meta spokesperson said it is “too early to share a long-term monetization model.” Per that report, Instagram is exploring earnings from brands, fans and performance incentives, but nothing is settled. Lyons said established creators can bring their existing branded content and placements, and that Instagram sees “a big opportunity” to help creators who have no such setup.
Creators who already publish long videos on YouTube may eventually reach the same audience on Instagram, but only if the format is rolled out widely and a payment model arrives. We’ll update this post if the test expands to more countries.
