Instagram Tests 'Features': A Long-Form Video Format to Rival YouTube

Expanding the Instagram Experience

Meta-owned Instagram is reportedly testing a new video format titled "Features," designed to support horizontal videos up to 90 minutes in length. This strategic shift aims to retain content creators who might otherwise migrate to YouTube for long-form monetization opportunities.

Core Features and Integration

• 90-Minute Horizontal Content: The format is tailored for podcasts, vlogs, and extended storytelling.
• Clips as Reels: A new integration allows creators to extract shorter segments from their long-form videos to post as Reels, which will include direct links to the full-length "Feature."
• TV Compatibility: Instagram is expanding its television app support to include Apple TV, in addition to existing support for Samsung, Fire TV, and Google TV, facilitating a "living room" viewing experience.
• Series Organization: A "Series" tool is also being tested to help creators group episodic content on their profiles.

Monetization and Strategic Goals

While YouTube has established a dominant revenue-sharing model, Instagram’s current approach to creator compensation for "Features" remains in the exploration phase. A Meta spokesperson indicated the company is evaluating performance-based incentives and fan-funding mechanisms. Instagram Head Adam Mosseri has acknowledged the importance of creator financial stability, noting that testing is currently underway with a limited group of creators in the US, following initial trials in Brazil.

Historical Context

This represents a renewed focus on long-form content following the discontinuation of the standalone IGTV app in 2022. While Instagram remains primarily centered on short-form Reels, the company is adjusting its product strategy to offer users a more comprehensive viewing experience without the need to leave the platform. Users are encouraged to verify current feature availability through official Meta or Instagram press channels as the rollout remains in the testing stage.