Instagram Challenges YouTube With New 90-Minute Longform Video Uploads
The Meta-owned platform moves beyond short-form content to test long-form storytelling and TV integration.
Summary
Instagram has begun testing a new upload format dubbed Features allowing creators to share longform videos up to 90 minutes in length
The initiative aims to connect short-form Reels with in-depth video content optimized for mobile viewing and the Instagram TV app
Currently undergoing trials in Brazil the test is slated to expand to select creators across the United States
Instagram has officially begun testing “Features”, a new upload format enabling creators to share longform videos up to 90 minutes in length. The move marks a strategic shift toward extended media after years of prioritizing short-form video.
The feature represents Instagram’s most notable longform endeavor since sunsetting IGTV. Explaining the pivot, Instagram VP of Product Tessa Lyons noted, “Reels is still going to be a core part of Instagram. But when you want to go deeper with the creators you love and the content that they’re creating, you should be able to do that on Instagram.” To build an interconnected system, the platform is testing “Clips as Reels,” allowing creators to turn snippets into links pointing to full-length uploads, alongside options to push playback directly to the Instagram TV app.
Addressing the strategy, Instagram head Adam Mosseri shared, “The thing that the team has been working on that we’re excited to share with you is trying to make it so that the short-form and the long-form video can be symbiotic. We’re going to try to support these different types of formats, both in the mobile app, but also on the TV app… I’m actually very excited about it, and we’re very committed to it long term.”
Currently undergoing trials in Brazil, testing for “Features” and “Clips as Reels” will soon expand to select creators across the United States.
