Instagram is testing a new long-form video format that will allow select creators to upload horizontal videos of up to 90 minutes, marking a shift in the platform’s video strategy as it looks to compete more directly with YouTube.
The Meta-owned platform is piloting the format, called Features, with creators in the US and some in Brazil. It is also experimenting with episodic content, linked Reels and improvements to video discovery as it looks to bring more of the creator viewing experience within its ecosystem.
The move marks a change in Instagram head Adam Mosseri’s long-standing position on long-form video. Mosseri had previously expressed concerns that encouraging users to watch videos lasting 20 or 30 minutes could come at the cost of the platform’s core proposition: connecting friends through content and interactions.
Speaking in a video conversation with Instagram’s vice-president of product, Tessa Lyons, Mosseri acknowledged his earlier resistance to the format. He said changing viewing habits, creators’ use of multiple video formats and the platform’s expansion into television had prompted a rethink.
Bringing short-form and long-form video together
Instagram’s latest move aims to connect short-form discovery with longer viewing experiences. According to Lyons, creators are increasingly producing episodic content, publishing connected short videos and using Reels to direct audiences towards longer videos hosted on other platforms.
Instagram wants to bring these activities together, allowing users to move from a short Reel to a full-length video without leaving the app.
For instance, a creator could use a Reel to promote a podcast and then offer viewers the complete episode on Instagram. The same approach could extend to comedy specials, interviews, documentaries and other creator-led formats.
Mosseri said the platform is working to make short-form and long-form videos complementary rather than competing experiences. While Reels will continue to serve users looking for quick entertainment, longer videos will cater to audiences seeking more in-depth content from creators they follow.
The shift could help Instagram capture a greater share of video consumption that currently takes place on other platforms.
Creator monetisation remains a key challenge
Despite the expanded format, Instagram has yet to announce a YouTube-style advertising revenue-sharing programme for Features.
Reports around the announcement indicate that the platform is exploring commercial arrangements with participating creators and allowing existing branded-content deals to continue. However, a broadly available advertising revenue-sharing model is not part of the initial offering.
This raises questions about whether creators will invest in producing longer videos specifically for Instagram when YouTube already offers eligible creators a share of advertising revenue.
Long-form productions, including podcasts, interviews and documentaries, often involve greater investments in filming, editing and production. Without a clear monetisation model, creators may be reluctant to make Instagram their primary destination for such content.
The platform could still attract established creators who want to extend their existing Instagram audiences to longer videos, particularly if they can repurpose content already produced for other platforms.
However, sustained creator participation may depend on Instagram offering more than distribution and audience reach.
Video discovery and algorithmic visibility under scrutiny
Another challenge will be ensuring that longer videos receive adequate visibility through Instagram’s recommendation system.
The platform’s earlier attempt to establish a long-form video destination through IGTV, launched in 2018, failed to gain sufficient traction, and its standalone app was discontinued in 2022.
This time, Instagram is taking a different approach by using Reels as a discovery mechanism for longer videos rather than positioning long-form content as an isolated experience.
However, creators have questioned whether the platform’s existing engagement and retention dynamics will favour shorter videos over content that requires sustained viewing.
A longer video may generate substantial watch time without attracting the same volume of likes, comments or shares as several short videos. How Instagram accounts for these differences in its recommendation system could influence whether long-form content reaches audiences beyond a creator’s existing followers.
Instagram expands its ambitions to connected TVs
The long-form video initiative also ties into Instagram’s efforts to expand its presence on connected television platforms.
The company has been developing its TV application, initially focusing on Reels before experimenting with horizontal videos and other formats. The broader vision is to let users discover content on their phones and continue watching longer versions on television.
For example, someone discovering a podcast or comedy special through a Reel could later watch the full episode on a TV, with Instagram recommending the longer content based on their earlier interaction.
The strategy places Instagram in more direct competition with YouTube for television viewing time. It could also create new opportunities for video advertising and branded integrations, although Instagram has not outlined how advertising within Features will work at scale.
Episodic content and microdramas in focus
Beyond long-form videos, Instagram is testing Series, a format designed to help creators organise connected short-form episodes, including microdramas, into a more structured viewing experience.
The format is being tested with selected creators in markets including India, Mexico and the US. The platform is also experimenting with ways to improve the discoverability of live videos through Reels.
The move could offer India's growing microdrama ecosystem another distribution channel, alongside dedicated microdrama applications and existing social video platforms.
However, Instagram has not outlined specific native payment mechanisms for Series comparable to the subscriptions and paid episode-unlock models used by some microdrama platforms.
As a result, while the format could improve content discovery, the commercial opportunities for creators and production companies remain uncertain.
A long-term bet on the creator economy
Mosseri and Lyons said the new products remain in the early stages of development, with Instagram planning to introduce features gradually and gather feedback from creators and viewers.
For Instagram, the initiative represents an attempt to move beyond its established position in short-form video and retain users who currently leave the platform to watch longer content elsewhere.
The success of the strategy will depend on whether Instagram can make long-form videos discoverable, provide creators with a viable economic incentive and persuade audiences to use the platform for extended viewing sessions.
While the platform is preparing to compete more directly with YouTube for long-form audiences, its ability to attract and retain long-form creators remains an open question.
