Instagram is shifting its product strategy by testing long-form video uploads of up to 90 minutes. Dubbed “Features,” the test marks a clear departure from the short-form, vertical-video emphasis that has dominated social platforms throughout the 2020s. By opening its feed to full-length content, parent company Meta aims to address creator retention and capture viewing time traditionally directed toward dedicated video networks.
The Shift Toward Longer Formats
The new format reflects an internal strategy pivot overseen by Instagram leadership. Head of Instagram Adam Mosseri previously resisted expanding video lengths on the platform, pointing to the higher direct engagement, direct messages, and user sharing generated by shorter Reels. However, advocacy from Instagram Vice President of Product Tessa Lyons prompted a reconsideration.
Platform executives say Reels will remain central to the app, but longer formats are meant to let audiences watch extended projects without leaving the ecosystem. To bridge the two experiences, Instagram is testing a tool called “Clips as Reels,” which allows creators to generate vertical previews that link directly to the full 90-minute video. The platform is also introducing an option for viewers to save these long-form uploads to watch later via the Instagram television application.
Creator Monetization and the Ad Revenue Gap
The push into extended video takes aim at creator economics, an area where YouTube maintains an established lead. YouTube operates a direct revenue-sharing model through its Partner Program, paying eligible creators 55% of the advertising revenue generated from their videos. Over the past four years, YouTube reported paying out more than $100 billion to creators, artists, and media organizations.
Short vertical clips simply lack the ad inventory needed to generate YouTube-scale payouts. Instead of earning directly from the algorithm, most Instagram creators rely on brand partnerships and direct audience support to make a living. Mosseri acknowledged this economic hurdle, noting that previous attempts to pay creators out of pocket burned through capital without delivering sustainable returns.
Meta’s Commercial Outlook
Whether Instagram can challenge YouTube’s position depends heavily on Meta’s willingness to introduce sustainable monetization models for extended content. The platform previously experimented with longer uploads through its standalone IGTV initiative eight years ago before retiring the format.
While Meta has not committed to a definitive advertising share structure for “Features,” the company confirmed it is reviewing multiple incentive paths. A Meta spokesperson stated that the company is exploring performance-based incentives and direct earning tools across brands, fans, and platform systems. For now, the rollout remains an exploratory test to determine whether creator communities and audiences are willing to treat Instagram as a destination for long-form viewing.
