Instagram Tests Long-Form Videos With Features, Taking on YouTube’s Content Format
Instagram has begun rolling out Features, allowing creators to link short Reels to horizontal long-form videos lasting up to 90 minutes with app-wide recommendations. The test follows earlier trials in Brazil and will expand to more creators. Instagram is exploring TV viewing options and brand deals but has not yet announced a revenue-sharing model. Separate tests are underway for episodic content through Series and improved Live discovery.
Key points
- Features supports videos up to 90 minutes linked from Reels
- Testing with select US creators after Brazil trials
- Brand deals in exploration; no revenue model announced yet
- Additional tests for Series episodic format and Live discovery
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