Instagram is moving beyond its signature short-form videos by testing a new feature that allows creators to share content lasting up to 90 minutes. The Meta-owned platform announced Monday that it is testing a feature called “Features,” which enables select creators to upload longer, horizontal videos that viewers can watch directly within the app. This initiative includes podcasts, interviews, and comedy shows, marking a significant shift in the platform's content strategy.
What the Right Is Saying
Conservative voices and free-market advocates generally view the expansion as a competitive response to YouTube’s dominance in the long-form video space. Supporters argue that allowing creators to monetize and distribute content through established social networks provides greater choice and accessibility for users. Some commentators have pointed out that the move validates the demand for long-form content, which has become a key driver of political and cultural discourse. The ability to watch full interviews and podcasts without leaving the app is seen by these groups as a convenience that benefits consumers, while also providing a new venue for diverse viewpoints that may have been fragmented across smaller platforms.
What the Left Is Saying
Progressive commentators and digital rights advocates have noted the implications of consolidating long-form media within a major social platform. While specific legislative responses are pending, critics of Big Tech often argue that when platforms like Instagram absorb functions previously served by independent podcast networks or YouTube, it increases market concentration. Some analysts suggest that if Instagram does not implement a transparent revenue-sharing model comparable to YouTube’s, it could disadvantage independent creators who rely on direct audience support or ad revenue from multiple platforms. The emphasis on keeping users within the Meta ecosystem is viewed by some as a strategy to maximize data retention and advertising leverage over independent media outlets.
What the Numbers Show
The new "Features" tool allows videos up to 90 minutes in length. Creators can link up to eight short clips to a single longer video to facilitate discovery, according to Variety. The feature was initially tested in Brazil and is currently available to select creators in the United States. Instagram has not yet announced a finalized long-term payment model for these long-form videos, though a spokesperson confirmed that funding is being provided directly to some creators during the testing phase. This contrasts with YouTube, owned by Google, which offers eligible creators a share of advertising revenue. Mosseri acknowledged that previous attempts to introduce broader creator payments were costly and did not produce the results the company had hoped for, according to Business Insider.
The Bottom Line
Instagram’s move into 90-minute videos represents a significant shift in its product strategy, aiming to compete directly with YouTube for long-form entertainment and information consumption. Instagram head Adam Mosseri stated in a video posted alongside Tessa Lyons, the company’s vice president of product, that the platform is going to lean in for a bunch of different reasons after previously resisting the format. Lyons, who previously led product development for Instagram Reels, described the move as a full-circle moment and the beginning of a new journey for the platform. The feature allows viewers to tap a short vertical clip and transition seamlessly to the full-length horizontal video, with options to cast the content to television screens via Apple TV, Samsung, Amazon Fire TV, and Google TV. Key developments to watch include whether Instagram will introduce a standardized ad-revenue sharing program for creators and how the integration of television casting features impacts user engagement metrics. The transition from short-form dominance to a hybrid model with long-form capabilities will likely influence how media organizations and individual creators distribute content in the coming months.