Instagram pilots 90-minute horizontal videos to lure podcasters and long-form creators
Instagram has begun testing horizontal videos up to 90 minutes for a select group of U.S. creators, linking short Reels clips to full-length content.
Instagram launched a test of a new format called Features that supports horizontal videos up to 90 minutes, aimed at podcasters, comedians and other long-form creators. The pilot begins Monday with a limited set of U.S. creators after prior testing in Brazil, and the videos will be recommended through the Explore page and additional sections. Creators can attach short Reels clips to the full video, allowing viewers to continue watching the entire episode.
Participants in the trial include podcast host and Skims co-founder Emma Grede, beauty influencer Monet McMichael, interviewer Preston Rakovsky and football content creator Donald De La Haye. Instagram is negotiating ad-revenue deals for these videos and intends to bring the viewing experience to TV platforms like Apple TV, building on its recent expansion to Samsung, Fire TV and Google TV. The move is part of Instagram’s strategy to capture more viewing hours and compete with YouTube, Netflix and Disney in the long-form entertainment space.
Why it matters
The test signals Instagram’s effort to enter long-form video, challenging YouTube and streaming services for viewer attention.
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