Instagram tests 90-minute video format
Instagram has begun testing 'Features,' a new video format allowing up to 90 minutes of content, marking a renewed effort to compete with YouTube for long-form viewership.
Meta-owned Instagram is testing a video format called Features, which allows select creators to publish videos up to 90 minutes in length. The platform is also integrating a tool that lets creators generate short clips from these long-form videos to redirect viewers to the full content.
This move places Instagram in direct competition with YouTube, the industry standard for long-form video. However, Instagram’s primary engagement model relies on the rapid consumption of short-form Reels, leading industry analysts to question whether the platform can successfully shift established user habits toward longer viewing sessions.
This is not the company’s first attempt to enter the long-form market. In 2018, Instagram launched IGTV, which was ultimately discontinued after four years as the company redirected its resources toward short-form video. The current test represents a shift in strategy as the platform seeks to diversify its content offerings.