Instagram is taking its biggest swing at long-form video yet with a new experiment called Features. The tool lets select creators publish horizontal videos lasting up to ninety minutes directly on their profile pages. Viewers can now jump seamlessly from short Reels straight into full-length podcasts or episodic shows without leaving the app.
Long videos and TV app integration
Instagram head Adam Mosseri admitted he fought against long-form video on the app for years. He noted that changing viewing habits and people watching social clips together on living room screens pushed leadership to embrace longer formats. Product vice president Tessa Lyons added that Instagram is expanding its TV experience to Apple TV so users can stream long clips using their phones as remotes.
The early test focuses heavily on US creators making video podcasts, comedy specials, and narrative series. Podcasters can pin short teaser Reels directly to ninety-minute feature videos to help new audiences discover their full shows. Early launch partners include fashion creator Monet McMichael, entrepreneur Emma Grede, and sports interviewer Donald De La Haye.
The missing ad revenue share program
While Instagram wants to take on YouTube for longer watch times, creators are already calling out the platform over monetization. YouTube currently gives qualified creators 55% of ad revenue, but Instagram is launching Features without a built-in payout program. Established creators can still bring existing brand deals over to their videos, but smaller creators get no guaranteed ad split for posting long clips (via The Hollywood Reporter).
Company representatives clarified that Instagram is paying select test creators directly while testing long-term earning tools for everyone else. Executives believe performance bonuses and brand partnership tools will eventually offer sustainable financial rewards for digital storytellers. Even so, industry analysts warn that top talent will hesitate to upload exclusive long-form videos without clear revenue sharing.
What this means for online creators
Expanding into horizontal long-form video turns Instagram into a much broader entertainment hub rather than a quick-scrolling feed. If the platform manages to convince podcasters to post their full episodes here, YouTube could face real pressure for user watch time. Whether creators actually commit to making ninety-minute videos without automatic ad payouts will decide if this new push succeeds.
The post Instagram Is Testing 90-Minute Horizontal Videos in a Direct Shot at YouTube appeared first on Android Headlines.
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