- Instagram introduces Features, a format that allows you to upload horizontal videos of up to 90 minutes.
- The strategy integrates Clips as Reels to draw users from short snippets to extended content.
- Meta seeks to attract podcast and interview creators by improving the experience on televisions.
- The big challenge lies in creating a monetization system as competitive as YouTube's.
It seems Instagram has decided it's time to move beyond just short, ephemeral videos. The Meta-owned platform has launched a new feature called Features , fully embracing longer-form content and allowing some creators to publish videos that can last up to 90 minutes.
This move is no coincidence; it's a clear intention to stem the exodus of users and creators to YouTube. By opening the door to longer formats, Instagram aims to prevent its followers from having to leave the app to watch a full interview or podcast episode, striving to become a complete audiovisual ecosystem.
An ecosystem where the short feeds the long
The key to this movement isn't to eliminate Reels altogether, but to make them work together. To achieve this, they've implemented a tool called Clips as Reels . Essentially, it involves taking compelling snippets from a longer video and releasing them as Reels that act as direct hooks to draw viewers into the full footage. It's a clever way to leverage the virality of short videos to drive consumption of more in-depth content.
Furthermore, the social network is not lacking in organization. They are preparing a specific section on profiles where creators can group episodic video series , making it easier for people to follow a continuous narrative. All of this is complemented by improved visibility for live streams and a strong focus on the TV app , including the recent support for Apple TV, since the horizontal format fits much better in the living room.
The great battle for the creator's wallet
However, it's not as simple as just pressing record. The elephant in the room is monetization . YouTube has reigned supreme for years because it has a very robust system where it shares 55% of advertising revenue with its partners, generating billions of dollars. Instagram, on the other hand, has relied heavily on creators partnering with external brands for their own projects.
Adam Mosseri, the platform's head, has admitted that performance-based payment programs are still quite limited and difficult to scale sustainably. While Meta is exploring new forms of remuneration that involve fans and brands, there's still no finalized or detailed model for Features. If they don't offer a competitive payout, it will be difficult to convince major creators to migrate permanently.
Lessons from the past and current deployment
For those who have been around for a while, this might sound a bit like IGTV , that 2018 experiment that ended up disappearing in 2022. However, the difference is that Features isn't a separate app or an isolated corner; it's fully integrated into the main Instagram experience. Meta has learned that separating content is a mistake and that the key is fluidity.
Currently, these tests have begun in Brazil and are being rolled out to a select group of creators in the United States. While we don't yet know when it will be available worldwide, the roadmap is clear: they want Instagram to be the place where you discover a quick clip and stay to watch the entire show without lifting a finger.
The social network is transforming its identity to move beyond being just a showcase for photos and Reels, focusing instead on longer attention spans and integration with television. With the arrival of Features and the strategic connection to short videos, Meta is trying to close the loop so users have no reason to switch to other platforms, provided they can resolve the issue of payments to creators.
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