According to The Hollywood Reporter, Instagram today began testing a new long-form horizontal video format with select creators in the U.S. Here are the details.
Instagram doubles down on long-form horizontal video
Every now and again, Instagram tries to go after YouTube with a new product. IGTV, for instance, was one of the social network’s attempts at competing in the long-form video space.
However, IGTV never really took off, and Instagram eventually phased it out as it shifted its focus to Reels.
Today, as reported by THR, Instagram kicked off a new attempt to compete with YouTube with Features, a new format that supports horizontal videos up to 90 minutes long.
Aimed at podcasters and other long-form creators, the feature has already been tested in Brazil and is now expanding to select creators in the U.S. It also lets them link shorter Reels to their full-length videos.
From THR:
Starting Monday, Instagram will be launching a test of horizontal videos of up to 90 minutes with select creators in the U.S. The product, called Features, is aimed at podcasters, comedians and other longform creators, with the ability to refer viewers to the full video from the shortform reels on the platform, which are typically around three minutes or less.
The move comes at a time when social media feeds and recommendations are increasingly filled with short clips from stand-up comedy performances and video podcasts, giving users snippets of much longer shows and episodes.
With Features, Instagram seems to be looking to capitalize on that trend, turning those clips into a gateway to full-length episodes.
According to THR, which spoke with Instagram VP of Product Tessa Lyons, the full-length videos will also be recommended to users on the Explore page and in other parts of the app.
Lyons told THR that users will be able to tap on a podcast clip in Reels to continue watching or jump straight to the full episode, without leaving Instagram.
Here’s Lyons elaborating on how Instagram plans to help creators monetize their long-form videos:
“For established creators who already have those relationships, they can bring that content with those placements and that branded content. And we also think that there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them.”
THR notes that the move is part of the entertainment industry’s broader push into video podcasts, with companies like Netflix and Disney also bringing creator content to their platforms to compete with YouTube.
Instagram, meanwhile, has also expanded its Instagram for TV app to Apple TV in the U.S., and Features is now expected to play a role in the company’s broader push to leverage podcasts and other long-form videos to keep viewers engaged across devices.
To read THR’s full report, follow this link.
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