News - Instagram Expands Video Limits with 'Features'

As part of a significant platform expansion, Instagram is unveiling 'Features', a new capability allowing creators to upload videos up to 90 minutes in length. This innovation represents Instagram's effort to embrace long-form video content, traditionally dominated by platforms like YouTube. Announced by Instagram VP of Product Tessa Lyons and Head of Instagram Adam Mosseri, this approach is designed to cater to creators who are interested in sharing more substantive content. Many creators produce lengthy videos and utilize platforms like Reels to stimulate discovery and audience engagement. The new format responds to these needs by allowing creators to keep their audiences engaged on Instagram rather than directing them elsewhere for longer content. Long-form videos on Instagram, shown to advantage on desktop and TV as well as mobile, offer a fresh, expansive way for users to tell stories and engage with their communities. Lyons emphasized the growing interest in an Instagram TV version that expands beyond short-form videos, citing that users might discover a long video by watching a Reel as a teaser. Despite the promise of Features, the platform faces challenges, particularly around monetization, which YouTube masters with its Partner Program giving creators a revenue share of video ad earnings. Instagram does not currently have a comparable direct-payment system for long-form content, relying instead on indirect revenue from brand partnerships. The introduction of longer videos carries the challenge of providing supportive functions, such as adjustable playback speeds, captions, and chapters, which are essential to other platforms. At this nascent stage, certain features are missing but could be added in due course. With testing underway primarily in the U.S. and Brazil, Instagram is incrementally building upon this framework to enhance user and creator experience while exploring monetization possibilities. This strategic move could eventually shape Instagram into a hybrid platform, merging social media with video content, aimed at broadening audience reach and offering richer engagement opportunities through longer-form media.