Instagram Launches Limited Test of 90-Minute Horizontal Long-Form Video Features to Compete With YouTube
What happened
Instagram launched a limited test of "Features," a widescreen horizontal format allowing select creators to publish videos up to 90 minutes long.
The Context
* Strategic pivot to horizontal viewing: After retiring its one-hour vertical format IGTV in March 2022 and prioritizing Reels, Instagram is returning to long-form video with horizontal framing that supports connected TV apps and feed integration. * Symbiotic discovery loop: The format connects directly to short-form clips, allowing creators to run Reels hooks that link directly to full-length episodes, interviews, and podcasts inside the app. * Ecosystem retention: Rather than losing audiences to YouTube for extended viewing sessions, Meta is targeting podcasters, comedians, and sports creators to keep engagement within its walls.
The Number
— The maximum runtime supported by Features, transitioning Instagram from a short-form scrolling feed into an episodic, connected-TV streaming competitor.
Takeaway
Watch for the rollout across tens of thousands of U.S. accounts as Instagram finalizes its dedicated ad-revenue sharing framework to attract full-time production budgets away from Google.
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