Instagram has announced that it is testing a new video format on the platform called Features, which will allow users to upload horizontal videos up to 90 minutes long. The move marks a significant shift for the platform, which has historically focused on short-form vertical content like Stories and Reels. According to a report by The Hollywood Reporter, testing began on Monday and is currently limited to select creators in the US. However, Instagram has already been testing the feature with creators in Brazil, the report added.
Instagram Vice President of Product Tessa Lyons and head Adam Mosseri have also shared details about the new long-form video format. The feature is primarily aimed at podcasters, allowing them to upload full-length episodes directly to the platform. This could be a game-changer for podcasters looking to expand their reach and engage with audiences on Instagram, where video consumption is already high.
What Are Instagram Features?
Features is a new video format that supports horizontal videos up to 90 minutes in length. Unlike Instagram’s existing video offerings, which are predominantly vertical and short-form, Features is designed for longer, more in-depth content. The horizontal orientation is particularly suited for podcast recordings, interviews, and other professional video content that is typically shot in landscape mode.
The format is being positioned as a direct competitor to YouTube, which has long been the go-to platform for long-form video content. By introducing Features, Instagram is signaling its ambition to capture a share of the long-form video market and provide creators with more opportunities to monetize their content.
Key Specifications
- Video length: Up to 90 minutes
- Orientation: Horizontal (landscape)
- Current availability: Select creators in the US and Brazil
- Primary audience: Podcasters and long-form content creators
Why Instagram Is Betting on Long-Form Video
Instagram’s decision to test long-form video comes amid increasing competition from platforms like YouTube, TikTok, and Spotify. While Instagram has been successful with short-form content, the platform recognizes that creators need a space for longer, more substantive content. Podcasters, in particular, have been underserved on Instagram, as the platform’s previous video limits made it difficult to share full episodes.
By catering to podcasters, Instagram is tapping into a rapidly growing market. Podcasting has seen explosive growth in recent years, and many podcasters are looking for ways to reach new audiences and distribute their content more effectively. Instagram’s massive user base and robust discovery features could provide a powerful new channel for podcasters.
The Rise of Video Podcasts
Video podcasts have become increasingly popular, with many creators filming their episodes and sharing them on platforms like YouTube. Instagram’s new format could make it easier for these creators to share their video podcasts directly with their Instagram followers, without having to redirect them to another platform. This could lead to higher engagement and better monetization opportunities for creators.
How Features Compares to Other Instagram Video Formats
Instagram already offers several video formats, including Stories, Reels, and IGTV (which was discontinued in 2022). Features is distinct from these in several ways:
- Length: Features allows videos up to 90 minutes, far longer than Reels (up to 90 seconds) or Stories (up to 60 seconds per story).
- Orientation: Features is horizontal, while Reels and Stories are vertical.
- Purpose: Features is designed for long-form content like podcasts, while Reels and Stories are for short, engaging snippets.
It’s worth noting that Instagram previously experimented with long-form video through IGTV, which allowed videos up to 60 minutes. However, IGTV struggled to gain traction and was eventually phased out. Features appears to be a more focused attempt, specifically targeting podcasters and leveraging the growing popularity of video podcasts.
The Impact on Creators and Podcasters
For podcasters, Features could be a powerful tool for reaching new audiences. Instagram’s algorithm is designed to surface content to users who are likely to be interested, which could help podcasters attract listeners who might not have discovered their show otherwise. Additionally, Instagram’s social features, such as comments, likes, and shares, can help podcasters engage with their audience in real-time.
However, there are also challenges. Podcasters will need to adapt their content to fit Instagram’s format, which may require creating horizontal video versions of their episodes. They will also need to navigate Instagram’s monetization options, which are still evolving for long-form content.
Monetization Opportunities
Instagram has not yet announced specific monetization plans for Features, but the potential is significant. With longer videos, creators could include pre-roll or mid-roll ads, or use the format to promote sponsored content. Instagram’s existing monetization tools, such as branded content tags and shopping features, could also be integrated into Features.
What This Means for the Future of Social Media
Instagram’s move into long-form video is part of a broader trend among social media platforms to offer more diverse content formats. TikTok, for example, has been experimenting with longer videos, while YouTube has introduced Shorts to compete with TikTok. This convergence suggests that platforms are trying to become one-stop shops for all types of content, rather than specializing in a single format.
For users, this means more options for consuming content on their favorite platforms. For creators, it means more opportunities to reach audiences and monetize their work. However, it also means more competition for attention, as platforms vie for the same creators and viewers.
The Competitive Landscape
Instagram’s Features will compete directly with YouTube, which remains the dominant platform for long-form video. YouTube has a mature ecosystem for creators, including robust monetization options and advanced analytics. Instagram will need to offer compelling incentives for creators to choose its platform over YouTube.
Additionally, Spotify has been investing heavily in podcasting, acquiring podcast networks and adding video podcast support. Instagram’s entry into the space could intensify competition for podcasters’ attention and content.
Challenges and Considerations
While the potential is great, Instagram faces several challenges in rolling out Features. First, the platform must ensure that the viewing experience is seamless for users. Long-form videos require different user interface considerations, such as the ability to pause, rewind, and resume playback. Instagram will need to adapt its interface to accommodate these needs.
Second, Instagram must address content moderation concerns. Longer videos are harder to moderate at scale, and Instagram will need to invest in tools and processes to ensure that content complies with its community guidelines.
Third, Instagram must convince creators to produce content for the new format. This will require not only technical support but also clear monetization pathways and analytics. Creators will want to know how many people watched their video, how long they watched, and how they can earn money from it.
Adoption and Rollout
The initial rollout is limited to select creators in the US and Brazil, which suggests that Instagram is taking a cautious approach. The company will likely gather feedback from these creators and iterate on the feature before a broader release. This phased approach is typical for Instagram, which often tests new features with small groups before making them available to all users.
What’s Next for Instagram Features?
Instagram has not announced a timeline for when Features will be available to all users. However, given the company’s history of testing features and then rolling them out more broadly, it’s likely that Features will eventually be available to all creators. The success of the feature will depend on how well it is received by podcasters and viewers alike.
If Features proves popular, it could pave the way for other long-form content types on Instagram, such as full-length movies or TV shows. However, that is likely a long way off, as Instagram’s focus remains on user-generated content.
Tips for Creators Interested in Features
For creators who are eager to try Features, here are some tips to keep in mind:
- Optimize for horizontal viewing: Since Features supports horizontal videos, make sure your content is shot in landscape mode and looks good on a wide screen.
- Keep it engaging: Long-form content requires a strong hook to keep viewers watching. Start with a compelling introduction and maintain a steady pace throughout.
- Use chapters or timestamps: If possible, break your video into chapters or add timestamps so viewers can navigate to the parts they’re most interested in.
- Promote across platforms: Use Instagram’s other features, like Stories and Reels, to promote your long-form videos and drive traffic to them.
- Engage with your audience: Respond to comments and messages to build a community around your content.
Conclusion
Instagram’s testing of Features represents a significant evolution for the platform, which is known for its short-form visual content. By embracing long-form video, Instagram is acknowledging the changing needs of creators and audiences, who are increasingly looking for deeper, more substantive content. While the feature is still in its early stages, it has the potential to reshape how podcasters and other creators use Instagram. As the platform continues to innovate, it will be interesting to see how Features develops and whether it can compete with established players like YouTube and Spotify.
