Instagram tests 90-minute videos called 'Features'

Instagram has announced a test of a new kind of upload that lets creators share videos up to 90 minutes long, according to TechCrunch ^[1]. The format is called "Features". The report calls it a notable shift in strategy after years in which social platforms pursued short-form video ^[1].

What is being tested

Instagram is testing "Features" and a related tool called "Clips as Reels" in Brazil, and is now expanding to a small test in the United States ^[1]. "Clips as Reels" lets creators turn long-form content into Reels, which link viewers to the longer video. Viewers can also save the longer video to watch on the Instagram app for TV ^[1].

Instagram is also working on improved discovery for Live video and a profile hub for episodic Reels, meaning series of connected Reels similar to TikTok's playlist feature ^[1]. Instagram head Adam Mosseri said the team wants short-form and long-form video to be "symbiotic", supported in both the mobile app and the TV app, which he said will take time to get right ^[1].

Why now

Mosseri said that for a long time he had been against long-form video on Instagram, noting that shorter content like Reels drives more shares and direct messages. Instagram's VP of Product, Tessa Lyons, who had advocated the change, persuaded him to try again ^[1]. Lyons said Reels will remain core but that people should be able to go deeper with creators on Instagram ^[1]. TechCrunch notes Instagram tried this before with IGTV, which is now defunct ^[1].

The money question

The commercial angle is creator pay. TechCrunch says creators on Instagram mainly earn from brands, with some paid by fans and a small performance-based programme. Mosseri said the company spends more on that programme than it makes back, so scaling it up does not make sense ^[1]. By comparison, creators in YouTube's Partner Program receive 55% of ad revenue from their videos, and YouTube said last year it had paid more than $100 billion to creators, artists and media companies over four years ^[1].

Asked whether Meta might add ads to long videos, a Meta spokesperson said it is "too early to share a long-term monetization model", but that Meta is exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives ^[1]. TechCrunch described that as "not a particularly promising answer, but it's also not a no" ^[1].

What it means for businesses

For brands, longer videos on Instagram could mean room for tutorials, product demonstrations and interviews without sending audiences to YouTube. For marketing teams it is too early to change plans: this is a small test, no monetisation model has been confirmed, and the TV experience is still being built. A sensible step is to keep an eye on whether your region gets access, and to consider which of your existing long-form content could be cut into Reels that point back to a full version.

Source: TechCrunch — Watch out, YouTube: Instagram goes from short-form to 90-minute videos