Add MobiGyaan as a preferred source on GoogleInstagram is testing a new long-form video format called Features, allowing select creators to upload horizontal videos lasting up to 90 minutes. The feature is designed to help creators such as podcasters and comedians share full-length content while allowing viewers to move from short Reels to complete videos within Instagram.
The test is currently available to select creators in the US, following an earlier trial in Brazil. Instagram has yet to announce when Features will roll out more widely.
Instagram Features: How It Works
Instagram Vice President of Product Tessa Lyons outlined the new format in an announcement video with Instagram head Adam Mosseri. With Features, creators can link short Reels to their longer videos, allowing viewers who discover a podcast clip, for example, to watch the full episode without leaving Instagram.
The platform will also recommend long-form videos through Explore and other sections of the app. The format supports horizontal videos of up to 90 minutes.
Creators participating in the initial test include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakovsky, and football content creator Donald De La Haye.
Instagram first tested Features in Brazil before bringing it to select US creators. The company plans to expand the test to tens of thousands of participants. Mosseri also acknowledged that he had previously opposed introducing long-form videos on a platform primarily known for shorter content.
Instagram’s Move To Compete With YouTube
The introduction of Features marks another step in Instagram’s effort to expand its video offering and compete with YouTube, where long-form videos are already a major part of the viewing experience. YouTube also offers eligible creators 55% of advertising revenue.
Instagram previously attempted to establish a dedicated long-form video platform with IGTV but eventually phased out the feature as it shifted its focus to Reels.
Meanwhile, other platforms, including Netflix and Disney, are also making room for video podcasts and content from individual creators.
Instagram Features Availability & Monetization
Features remains limited to select creators in the US, and Instagram has not announced a wider rollout date. The company is also exploring ways to bring long-form content to television screens.
Instagram’s TV app is currently available on Samsung TVs, Amazon Fire TV, and Google TV in the US, with Apple TV support planned. The company is experimenting with additional TV viewing features, including using a phone as a remote, seeing what friends are watching, and saving videos on mobile devices to watch later on TV.
Instagram is also working on brand deals for creators participating in the Features test. Creators can continue to include sponsored content without making their videos exclusive to Instagram. The company plans to help creators find advertisers but has not yet detailed how Features videos will be monetized.
Instagram Also Tests Series & Live Discovery Changes
Alongside Features, Instagram is testing Series, a format that groups related Reels into episodes. The feature could also come to TV.
The company is separately testing changes to Instagram Live that would recommend broadcasts to users who do not follow the creator through the Reels tab. This test is currently running in Brazil and Indonesia, with an expansion to the US planned for next year.
Instagram Features Availability
- Current availability: Select creators in the US, following an earlier test in Brazil
- Video format: Horizontal videos lasting up to 90 minutes
- Discovery: Creators can link short Reels to full-length videos, which may also be recommended through Explore and other sections
- Monetization: Sponsored content is permitted, with brand-deal support being explored
- Wider rollout: No date announced
- Related tests: Series for grouping Reels into episodes and improved Live discovery in Brazil and Indonesia