In 2018, Instagram made a big bet on long-form video with IGTV, hoping to take on YouTube in a format that was increasingly shaping digital consumption at that time when Instagram was the platform just for sharing pictures/videos. However, IGTV struggled to build an audience and was eventually discontinued in 2022, with Instagram folding video experiences into its main platform.
Nearly four years later, the Meta-owned platform appears to be revisiting that ambition, this time with a different playbook.
Instagram is testing longer video formats, including videos of up to 90 minutes through its new Features experiment, signalling a renewed push beyond the short-form content that has come to define the platform.
The move raises a familiar question: can Instagram turn itself into a destination for long-form video, or will it continue to serve primarily as a discovery platform for creators and audiences?
The timing is significant. YouTube has established itself as a destination for long-form content, while Instagram has built its strength around Reels, creator discovery and brand engagement. For Instagram, the challenge goes beyond introducing a new format. It must convince creators to invest in original longer videos, audiences to spend more time watching them, and advertisers to see value in the format.
Mithun Chakravarthy, Marketing Lead at Qoruz tells that a lot of content people discover on Instagram today is actually a small part of something much longer. He cities an example of any podcast, where someone watches the 45 seconds, and if finds the conversation interesting goes to YouTube to watch full episode.
“The creator gets discovered on Instagram, but a significant part of the viewing happens on another platform,” he adds.
In this way, Instagram can also expand onto connected television (CTV), which makes much more sense for 60 minute conversation than expecting somebody to watch the entire thing holding the phone.
Shravika Behl- Growth Lead, Pocket Aces who also looks after Meta associations for the platform, she believes currently Instagram is the best place to get discovered. One can start new account today and can find an audience with first post. “There are not many platforms where that can happen,” she adds.
Behl says the challenge could be converting viewers of short clips into full-episode audiences. Unlike YouTube, long-form viewing is not yet an established habit on Instagram. He believes features such as background listening and seamless viewing across devices will be crucial. While Instagram may not replace YouTube anytime soon, getting viewers to move from a 30-second clip to a full episode would itself be a significant win.
Dr. Kushal Sanghvi, Director, Komerz, believes Instagram's renewed push into long-form video comes at a time when brands are increasingly demanding longer content formats. He points out that creator-brand collaborations today often involve extended formats such as conversations with CMOs, interviews and branded content, which have traditionally found a home on YouTube.
He adds that several brands are investing in longer festive campaigns and storytelling formats, while creators are also looking to experiment with videos of five minutes or more formats that were previously constrained by Instagram's video limitations.
According to Sanghvi, Instagram is looking to capture a larger share of the online video market. While YouTube has been expanding its presence in short-form content through YouTube Shorts, Instagram is now looking to strengthen its position in the long-form video space.
Monetization Model
Instagram CEO Adam Mosseri has said in a post on X that the platform is currently exploring how monetisation could work for creators. The monetisation model, audience discovery mechanisms and the integration of Reels with longer videos will play a crucial role in determining whether creators view Instagram as a viable platform for long-form content.
Another possibility is that creators may simply cross-post the same long-form videos on YouTube and Instagram, much like they currently repurpose short-form content across platforms. While this could help Instagram build its long-form video library, it also raises questions about whether creators will produce original content for the platform or use it primarily as an additional distribution channel.
Chakravarthy also identifies monetisation as the biggest unanswered question. For a creator producing a weekly podcast, the costs of production, research, editing, guest management and team salaries are substantial. YouTube already offers an established monetisation ecosystem. If Instagram expects creators to publish the same hour-long episodes on its platform, the immediate question for them would be: what additional business opportunity does this offer?
He mentions that Instagram could initially attract creators through brand partnerships, given that many already have strong commercial relationships on the platform. However, if it wants them to consistently invest in original long-form content, it will eventually need to offer a more predictable monetisation model.
He also adds that analytics will be equally important. Creators and brands would want to understand how long viewers are watching, where they drop off, whether they discover full episodes through Reels and whether they return for subsequent episodes. These insights will help determine not just the reach of a video, but the quality of audience engagement.
Behl says that creators are likely to invest in long-form video only when three factors come together: reach, monetisation and measurement. Full episodes need to surface where audiences already spend time, including the feed, Explore and search, rather than being confined to a separate section. Instagram’s decision to feature these videos on profile grids and Explore is therefore a promising start.
Monetisation, however, remains crucial. Most creator revenue on Instagram currently comes from brand deals, while platform payouts are limited. Creators will need clarity on revenue sharing, subscriptions and advertising before producing original shows for the platform.
Measurement is equally important. For instance, FilterCopy currently reports YouTube views and Instagram clip views separately to brands, even when both are part of the same show and campaign. If Instagram can bring clip and full-episode views together, it could enable creators to offer integrated sponsorship packages and make the economics more viable.
Features such as built-in clipping, custom thumbnails, desktop uploads and TV viewing are welcome additions.
Instagram is largely associated with endless scrolling, where users make quick decisions about what to watch, often within the first 10–15 seconds of a Reel. This raises a key question: will audiences accustomed to consuming bite-sized content be willing to pause their scrolling habits and move on to watch a full-length video? Getting viewers to engage with a short clip may be relatively easy, but converting that interest into long-form viewership could prove to be Instagram’s bigger challenge.
It will be a challenging journey for Instagram. The platform’s core strength has traditionally been connecting friends and enabling content sharing through DMs, an area where it has built a strong position. To establish itself as a long-form video destination, Instagram will also need to offer creators a compelling monetisation model that gives them a reason to prioritise the platform. The absence of mid-roll advertising, for instance, could be a consideration for creators accustomed to YouTube’s established revenue model.
However, from a broader digital industry perspective, the move presents an opportunity. Having a single dominant platform for long-form video can limit choices for creators and brands. The emergence of a credible second player could create greater competition, open up additional monetisation opportunities for creators and give brands more avenues to distribute their content. Ultimately, Instagram’s success will depend on whether it can turn this opportunity into a sustainable ecosystem for audiences, creators and advertisers.
