Instagram has started testing a new horizontal video format called Features, allowing videos up to 90 minutes long. For now, access is available only to some creators in the US, and the feature was previously tested in Brazil.
This isn't the social network's first attempt to establish itself in long-form video: the company previously promoted IGTV, but the format failed to catch on, and the project was eventually shut down in favor of short Reels videos.
Why social networks need long-form videos
Social media recommendations and feeds are currently filled with short clips from stand-up performances and podcasts. Creators publish three-minute snippets, while viewers have to go to YouTube to watch the full episode.
With the Features format, Instagram hopes to capture this traffic. Content creators can now link short Reels to full 90-minute videos. As a result, users can tap a button below a short clip and immediately start watching the entire episode without leaving Instagram.
Full-length videos will be promoted not only through short clips but will also appear in the «Explore» tab and general recommendations.
Expanding to TV screens and monetization
The horizontal format is also connected to the platform's expansion onto larger screens. Instagram recently launched an Apple TV app in the US, so long-form videos are also designed for viewing on television.
As for monetization, Instagram's management stated that major creators will be able to include their usual brand-sponsored integrations in these videos. For smaller channels, Meta promises to eventually introduce built-in monetization tools.
