Meta’s Instagram is testing a long-form video format called Features, which lets select creators upload horizontal videos up to 90 minutes long. The platform hopes to attract podcasters, comedians and other creators who make longer content, challenging Google’s YouTube.
The move marks a strategic shift for Instagram, which has historically focused on short-form content such as Reels. Instagram plans to use short clips as previews that link directly to full-length videos, creating what it describes as a symbiotic relationship between the formats.
The push into long-form video also coincides with Instagram’s expansion onto TV screens. The company recently launched an app for Apple TV.
Creators can bring existing ad deals to the platform, but Instagram has not announced a formal revenue-sharing program comparable to YouTube’s.