Industry Odisha Bureau, Oct 28: Instagram is testing a new long form video format called ‘Features’ that will allow selected creators to upload horizontal videos up to 90 minutes. This comes as the MEta-owned platform looks to compete with YouTube for audiences and creators.
Notably, the feature is being tested with a select group of creators in the US, following earlier trials in Brazil. It could support formats such as podcasts, extended vlogs and comedy specials. This will give creators more scope to publish longer content without directing viewers to another platform.
Further, Instagram is also testing a tool called Clips as Reels, which will let creators turn portions of long features into short reels. Viewers will also be able to follow a link from these clips to watch the complete video. Users will also be able to download longer videos to their phones or cast them to televisions.
The company is expanding its Instagram TV app to Apple TV. This will add on to its existing availability on Samsung, Fire TV and Google TV devices.
However, Instagram has yet to announce a dedicated advertising revenue sharing programme for Features. As per reports, the company is exploring performance based incentives and other ways for creators to earn through fans and brands, Instagram head Adam Mosseri has also acknowledged that monetisation is an important part of the testing process.
Notably, the move follows Instagram’s earlier attempt at long form video through IGTV, launched in 2018 and discontinued in 2022. The platform is also testing Series, which will allow creators to group related Reels into episodic collections on their profiles.
