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● LIVE Updated 2h ago · 13 sources tracked

Watch out, YouTube — Instagram goes from short-form to 90-minute videos

Meta platform Instagram is testing a new long-form horizontal video format called Features, allowing select creators in the United States to upload videos up to 90 minutes long. This strategy marks a significant departure from years of industry-wide short-form video promotion. While the platform aims to attract podcasters and creators from competitor platforms like YouTube, analysts note that Instagram currently lacks a revenue-sharing program to compensate creators directly for their content. The company is also testing ways to let users watch Reels on Apple TV.

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⚡ Key Developments & Real-Time Context
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  • ✓ Instagram has begun testing a new video format called Features that supports videos up to 90 minutes long.
  • ✓ The new long-form format utilizes horizontal video orientation.
  • ✓ Instagram has rolled out this limited test to select creators in the United States.
  • ✓ Instagram is not currently planning a revenue-sharing program akin to YouTube to compensate creators for sharing their work.
🛡️ Source Corroboration: 13 independent reporting domains (100% confidence) ⏱ Read time: ~2 min

What changed

Instagram initiated a test allowing select creators to upload horizontal videos lasting up to 90 minutes.

Live updates

  1. Instagram Tests 90-Minute Horizontal Videos to Challenge YouTube

    Meta platform Instagram is testing a new long-form horizontal video format called Features, allowing select creators in the United States to upload videos up to 90 minutes long. This strategy marks a significant departure from years of industry-wide short-form video promotion. While the platform aims to attract podcasters and creators from competitor platforms like YouTube, analysts note that Instagram currently lacks a revenue-sharing program to compensate creators directly for their content. The company is also testing ways to let users watch Reels on Apple TV.

    Why it matters

    Social media platforms have spent years aggressively pursuing short-form video content following the rise of TikTok. This move by Instagram represents a major strategic shift toward long-form digital entertainment. However, competing directly against established ecosystems requires overcoming creator monetization hurdles.

    What is confirmed

    • Instagram has begun testing a new video format called Features that supports videos up to 90 minutes long.
    • The new long-form format utilizes horizontal video orientation.
    • Instagram has rolled out this limited test to select creators in the United States.
    • Instagram is not currently planning a revenue-sharing program akin to YouTube to compensate creators for sharing their work.
    • Meta is also testing the ability for users to watch Reels and other content on Apple TV.

    Still unconfirmed

    • The lack of a revenue-sharing program could prove to be a tough sell for creators and stall the long-form experiment.

    What to watch next

    • Expansion of the Features video test beyond select creators in the United States
    • Any potential announcement regarding a creator revenue-sharing program on Instagram
    • Broader consumer rollout details regarding Apple TV integration for video viewing
    Sources used for this update (13)
    1. techcrunch.com — TechCrunch | Startup and Technology News
    2. flipboard.com — Beloved singer’s wife killed after welcoming robbery suspects with lemonade
    3. TechCrunch — Watch out, YouTube — Instagram goes from short-form to 90-minute videos
    4. The Hollywood Reporter — Instagram Tests 90-Minute Horizontal Videos in Major Play for Podcasters and Creators
    5. Social Media Today — Instagram rolls out limited Features test in the US
    6. Bloomberg.com — Instagram Ramps Up Video Strategy in Escalating TikTok, YouTube Rivalry
    7. Fast Company — Why Instagram is about to look a lot more like YouTube
    8. tech.yahoo.com — Watch out, YouTube — Instagram goes from short-form to 90-minute videos
    9. www.fortuneindia.com — Instagram Challenges YouTube with 90-Minute Long-Form Videos ...
    10. explorineer.com — Watch out, YouTube — Instagram goes from short-form to 90 ...
    11. 9to5mac.com — Instagram takes on YouTube with new 90-minute horizontal ...
    12. variety.com — Instagram Tests Videos up to 90 Minutes Long but Unlike ...
    confidence 100%
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