Instagram tests 90-minute horizontal videos to compete with YouTube
Instagram has begun testing up to 90-minute landscape videos with select creators as part of its new "Features" rollout, aiming to expand long-form content on the platform.
Instagram is expanding its video offering by testing horizontal videos up to 90 minutes long with a limited group of creators, according to a report by The Hollywood Reporter. The trial, part of a feature set called "Features," follows the company’s earlier attempt at long-form content with IGTV, which was discontinued in 2022.
The new format is intended to help users discover and watch longer videos such as comedy specials and podcasts directly on Instagram. > "We’re also seeing so many creators producing longer videos, and they’re using clips of those videos to drive discovery on Reels and help build their audience," said Tessa Lyons, Instagram’s vice president of product, in an announcement video with company head Adam Mosseri. > "When you want to go deeper with creators you love and the content they’re creating, you should be able to do that on Instagram," Lyons added.
The announcement video itself is six minutes long, with only a brief vertical segment shown in Reels. To view the full video in landscape mode, users tap a "Watch full video" button, switch to full-screen, and rotate their device, mirroring the YouTube experience. Mosseri noted that he initially opposed the idea because longer videos could reduce the number of short-form posts shared among friends, but the team aims to make short and long videos work together on the platform.
Instagram Reels already supports videos up to 20 minutes, and the new format will be tested on both mobile devices and TV. One potential feature could recommend the original long-form video in Instagram’s TV app after a user watches a clipped Reel.
Monetization details remain under development. > "It’s too early to share a long-term monetization model, but we’re exploring ways for creators to earn from brands, fans, and Instagram, including performance-based incentives," a Meta spokesperson told TechCrunch. The company expects that, over time, creators will gain additional opportunities to reach audiences and secure partnerships.