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Instagram tests 90-minute long-form videos for select US creators

The Features test lets creators link Reels to horizontal videos, as Instagram weighs TV viewing and a rival to YouTube.

By idly desk · from 2 reports · · 2 min read
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Image: Gadgets 360

The gist

Story
  • Instagram is testing Features, letting select US creators post horizontal videos of up to 90 minutes.
  • Creators can share clips from these videos as Reels to help viewers find the full-length content.
  • Instagram has not announced a revenue-sharing model for creators like YouTube's.

What's new

Instagram has started testing a long-form video feature called Features with a small group of creators in the US. The format allows horizontal videos running up to 90 minutes. Creators can cut short clips from these videos and post them as Reels to attract viewers. Instagram is also expanding access to its content on Apple TV and is working on letting users control TV playback from their phones. The updates were shared in a video on Instagram on Monday.

Why it matters

For Indian viewers, this could mean more long, full-length shows and interviews appearing inside Instagram, not just short clips. Creators may get a new place to publish longer work and reach wider audiences. Instagram has not yet explained how creators would earn money from it, so the payoff for them remains unclear.

What others say

Social Samosa reported that Instagram's Vice President of Product, Tessa Lyons, said the platform wants to support creators who tell stories in different formats. Its head, Adam Mosseri, said he had earlier opposed long-form video because it could pull attention from connecting friends. Gadgets 360 said the move could position Instagram as a stronger rival to YouTube.

What we don't know yet

Instagram has not said when the test will reach more creators or other countries. It has not outlined a revenue-sharing programme. It is still exploring ways for creators to earn from brands, fans and Instagram itself.

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