Instagram announced on Monday that it is testing a new feature called "Features," which permits select creators to upload horizontal videos up to 90 minutes long, covering podcasts, interviews and comedy shows.
Adam Mosseri, head of Instagram, said in a video posted Monday alongside vice-president of product Tessa Lyons, "For a long time, I have been against doing long-form video on Instagram. But we are actually gonna lean in for a bunch of different reasons." Lyons, who previously led product development for Instagram Reels, called the expansion a new chapter for the platform.
How Instagram's new video feature works
Users will see a short vertical clip and can tap a prompt to watch the full horizontal version within the app, according to Nexstar's Rich DeMuro on Tuesday morning. The longer video can also be sent to a TV via Apple TV, Samsung, Amazon Fire TV or Google TV.
Instagram is building tools to link short clips to full-length videos. In an interview with creators Colin Rosenblum and Samir Chaudry, Mosseri explained that podcasters now use Instagram as a top-of-funnel to drive traffic to external players, but the new approach lets viewers stay on Instagram for the entire episode.
Creators may attach up to eight short clips to a single longer video, Variety reported. The feature was first tested in Brazil and is now rolling out to select creators in the United States, per The Hollywood Reporter.
Instagram expands to television screens
The platform is also extending Instagram for TV, enabling playback on larger screens through Apple TV, Samsung, Amazon Fire TV and Google TV. This move follows YouTube's dominance in video podcasts and long-form entertainment.
Instagram is trialing "Series," a tool to organise episodes of recurring shows, and is adding more ways for users to discover livestreams. Lyons told Bloomberg, as published by the Los Angeles Times, that the goal is to be the best place for social entertainment and to broaden storytelling options.
Will Instagram pay creators like YouTube?
A key question is whether Instagram will share ad revenue with creators as YouTube does. An Instagram spokesperson told Variety that the company is funding some creators directly but has not finalised a long-term payment model. Mosseri noted that earlier attempts at broader creator payments were costly and fell short of expectations, according to Business Insider.
For now, Features remains in testing and Instagram has not set a date for a full rollout of the 90-minute video option.
