Instagram is making a strategic pivot, testing a feature that lets select creators upload videos up to 90 minutes long, a direct challenge to YouTube's long-standing dominance in long-form content. The Meta-owned platform announced the test on Monday, signaling a major shift from its signature short-form Reels.
Instagram head Adam Mosseri, who previously opposed long-form video on the app, said in a video announcement alongside Tessa Lyons, vice president of product, that the company is now 'gonna lean in' for a variety of reasons. Lyons, who previously led Reels development, called the move a 'full-circle moment' and the 'beginning of our journey on long-form video.'
The new feature, dubbed 'Features,' allows creators to post horizontal videos that can be watched entirely within the app. Users scrolling through their feed will see a short vertical clip and can tap to watch the full-length version, which can also be cast to television screens via Apple TV, Samsung, Amazon Fire TV, and Google TV. This integration aims to keep audiences on Instagram rather than sending them to external platforms like YouTube or podcast apps.
Mosseri explained the current creator workflow in an interview with creators Colin Rosenblum and Samir Chaudry: 'You slice it up, you use platforms like Instagram as the top of funnel to raise awareness and then you kind of go to, you know, a podcast player or YouTube or wherever to watch the full-length thing.' The new approach seeks to eliminate that step, allowing viewers to stay within Instagram for the entire experience.
Creators can link up to eight short clips to a single long video, according to Variety, providing multiple entry points for audiences. The feature was previously tested in Brazil and is now expanding to select creators in the United States, as reported by The Hollywood Reporter. Instagram is also testing 'Series' to organize recurring shows and expanding livestream discovery.
This expansion comes as YouTube has become a major hub for video podcasts and long-form entertainment. Instagram's move could reshape the competitive landscape, but a critical question remains: will Instagram compensate creators like YouTube does? YouTube offers eligible creators a share of advertising revenue, but Instagram has not announced a comparable program. An Instagram spokesperson told Variety that the company is providing direct funding to some creators but hasn't finalized a long-term payment model. Mosseri has acknowledged that past creator payment experiments were costly and underperformed, according to Business Insider.
For now, 'Features' remains in testing, with no public timeline for a full rollout. Instagram's push into long-form video is part of a broader strategy to become 'the best place for social entertainment,' as Lyons told Bloomberg. 'To do that well, we need to broaden the way that we enable people to tell stories through video and enable audiences to discover them,' she added. The development comes amid a broader political and regulatory scrutiny of tech platforms, similar to debates over funding shifts in other sectors. As Instagram moves forward, its creator payment model will be a key factor in whether it can truly compete with YouTube's established ecosystem.
