Instagram is testing a new feature that allows creators to upload videos up to 90 minutes long, marking a major change for the platform known primarily for short-form Reels.
The new video format, called Features, is designed to let creators share longer content, including podcasts, interviews, and other videos, without requiring viewers to leave Instagram.
The Meta-owned platform is currently testing the feature in Brazil and is expanding it to a small group of users in the United States.
Instagram Introduces 90-Minute Videos
Instagram head Adam Mosseri announced the new feature alongside the company’s Vice President of Product, Tessa Lyons.
Mosseri explained that he had previously opposed introducing long-form videos because shorter content, particularly Reels, encourages users to share posts and communicate through direct messages.
However, Instagram has now decided to give longer videos another chance.
The company previously experimented with long-form content through IGTV, which launched in 2018 before being discontinued.
Instagram says Reels will remain an important part of the platform, but creators will also be able to publish longer videos for audiences who want more detailed content.
Turn Long Videos Into Reels
Alongside Features, Instagram is testing another tool called Clips as Reels.
The feature allows creators to take shorter clips from their longer videos and publish them as Reels.
These Reels will include links to the original longer videos, allowing viewers to watch the full content without leaving Instagram.
Users will also be able to save longer videos to watch through Instagram’s TV application.
Instagram is also working on better ways to discover Live videos and a dedicated section on creator profiles for connected Reels published as a series.
These changes are intended to make it easier for users to find and follow longer content.
Could Instagram Start Paying Creators Like YouTube?
The move could eventually allow Instagram to compete more directly with YouTube, particularly when it comes to attracting creators who produce longer videos.
YouTube currently allows eligible creators to earn a share of advertising revenue generated by their videos.
Through its Partner Program, YouTube gives creators 55% of the advertising revenue from eligible long-form videos.
The company previously reported paying more than $100 billion to creators, artists, and media companies over four years.
Instagram, meanwhile, relies mainly on brand partnerships and subscriptions to help creators earn money.
Unlike YouTube, it does not generally offer creators a fixed share of advertising revenue based on video views.
Mosseri previously explained that Instagram’s existing performance-based payment programs cost the company significantly more than they generate.
However, longer videos could create additional advertising opportunities.
A Meta spokesperson said the company is exploring different ways for creators to earn money through brands, fans, and Instagram itself, including payments linked to content performance.
The company has not announced a revenue-sharing program for Features.
Availability
Instagram is currently testing Features and Clips as Reels in Brazil, with a limited rollout beginning in the United States.
The company has not announced when the features will become available to all users.
Instagram says it plans to continue improving how short and long videos work together across its mobile and TV applications.
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