Meta Tests 90-Minute Long-Form Videos on Instagram to Rival YouTube
Meta Platforms is testing long-form videos of up to 90 minutes on Instagram under the name Features, challenging YouTube and expanding beyond short Reels.
Meta Platforms is challenging YouTube and other video-streaming platforms by testing long-form videos of up to 90 minutes on Instagram, moving beyond its traditional short-form Reels format.
The new format, called Features, is currently being tested in Brazil with a limited rollout planned for the United States. Instagram head Adam Mosseri acknowledged that a long-term monetization model for creators is still under development. While short-form content drives engagement and direct messaging, Meta aims to offer deeper connections with creators through longer narratives.
Unlike YouTube, which shares 55% of ad revenue with creators through its Partner Program, Instagram has historically relied on brand sponsorships rather than direct platform payouts for views. Meta executives, including Chief Product Officer Tessa Lyons, pushed for the initiative to prevent users from migrating to competing platforms for long-form content.
Alongside long videos, Instagram is testing a tool called Clips as Reels, allowing creators to link short segments to full-length videos. The platform is also improving live-stream discovery and introducing creator profile sections for connected Reel series, aiming to bridge short- and long-form viewing across mobile and television apps.
