Instagram tests longer videos to compete with YouTube

The platform introduces 90-minute videos, targeting podcasts and comedy shows, without ad revenue sharing yet.

Instagram is testing a new video format that allows selected creators to upload videos up to 90 minutes long, a significant shift for a platform traditionally known for short Reels. The Meta-owned app announced this initiative, called Features, on October 26, aiming to attract creators who currently publish longer content on YouTube.

Instagram head Adam Mosseri and vice-president of product Tessa Lyons outlined the plans in a video announcement. The test is already underway with some creators in Brazil and is expanding to a small group in the United States.

Unlike Reels, which are primarily designed for short, vertical videos, Features will support longer videos in a horizontal format. Instagram is targeting content such as podcasts, interviews, comedy specials, and other programs that viewers might prefer to watch in full. For example, a creator could publish a complete podcast episode as a Feature and share shorter highlights through Reels.

The move puts Instagram in more direct competition with YouTube, where creators regularly publish lengthy videos and earn advertising revenue. Mosseri acknowledged that he had previously opposed longer videos on Instagram due to concerns they could reduce interactions between friends. However, he now believes short and long videos can work together, with Reels helping people discover longer programs.

Instagram has not announced a comparable revenue-sharing program for Features. A Meta spokesperson told TechCrunch that the company is exploring ways for creators to earn money through brands, fans, and Instagram itself. For now, the test involves a limited group of creators rather than a general invitation to upload longer videos.

Instagram is also experimenting with several related features, such as allowing creators to organize connected Reels into a series and helping users discover live videos from accounts they may not already follow. The company is developing its television experience to support more than short Reels.

Instagram has not announced a worldwide release date for Features. Testing is currently limited to selected creators in Brazil and the United States. Instagram has not confirmed a timetable for when creators in the UAE or other countries can upload 90-minute videos.

Source: https://gulfnews.com/technology/instagram-tests-90-minute-videos-in-bid-to-challenge-youtube-1.500725003