GUWAHATI: Instagram is testing a new feature called Features that allows selected creators to upload horizontal videos of up to 90 minutes, marking a shift beyond its traditional short-form video format.
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The feature is currently being tested with a select group of creators in the United States, following earlier trials in Brazil. It is aimed at long-form content creators and could support formats such as podcasts, detailed vlogs and comedy specials.
To connect long-form content with its short-form format, Instagram is also introducing a tool called “Clips as Reels”. It will allow creators to turn portions of their longer Features videos into short Reels. Viewers watching these clips will be able to access the full-length video through a direct link.
Users will also be able to save longer videos to their phones or cast them to televisions, expanding the ways they can watch content beyond the Instagram app on mobile devices.
The move is part of Instagram’s efforts to expand its role in digital entertainment and compete with platforms such as YouTube, which have established audiences for longer videos.
Short-form platforms such as Instagram and TikTok attract millions of views, but creators often depend on brand partnerships rather than direct advertising revenue from their videos. YouTube, by comparison, shares 55% of advertising revenue from eligible videos with creators.
The platform has paid more than $100 billion to creators and media companies over the last four years, according to the figures cited in reports.
However, Instagram has not yet announced a specific advertising revenue-sharing plan for its new Features format.
Instagram head Adam Mosseri addressed the development in a post on X, formerly Twitter, saying the company was gradually testing the format. He acknowledged the importance of financial support for creators and said the company was exploring ways to help long-form video creators earn money.
Instagram’s latest experiment follows its earlier attempt to expand into long-form video through IGTV, a standalone platform that was discontinued in 2022 after failing to gain widespread popularity.
The company is also expanding its viewing options across connected devices, including Apple TV, Samsung TVs and Google TV, allowing users to watch content on larger screens.
In addition, Instagram is testing a feature called Series, which allows creators to organise related short videos into episodic collections.
