Instagram is testing a new long-form horizontal video format called Features, aiming to compete with YouTube. According to The Hollywood Reporter, the format supports videos up to 90 minutes long and targets podcasters and other long-form creators. The feature has already been tested in Brazil and is now expanding to select creators in the U.S. It also allows creators to link shorter Reels to their full-length videos.
Instagram VP of Product Tessa Lyons stated users can tap on a Reels clip to continue watching or jump straight to the full episode without leaving the app. The move is part of the entertainment industry's broader push into video podcasts, with companies like Netflix and Disney also bringing creator content to their platforms. Instagram has also expanded its Instagram for TV app to Apple TV in the U.S., and Features is expected to play a role in leveraging long-form videos to keep viewers engaged across devices.
The test comes as social media feeds are increasingly filled with short clips from stand-up comedy and video podcasts, serving as gateways to full episodes. Lyons emphasized that established creators can bring their branded content partnerships, while the platform aims to help creators without existing infrastructure monetize their work.
Source: 9to5Mac · Summarized by HeadlinesBriefing