Instagram tests long-form video

Instagram is experimenting with long-form video content, allowing creators to upload horizontal videos up to 90 minutes long through a feature called "Features." This test is currently limited to a small group of creators in the United States.

Reels as a promotional tool

Creators can share short clips of their long-form videos as Reels to attract viewers. This approach mirrors how creators use Reels to highlight longer content and drive traffic to the full versions.

Plans for TV integration

Instagram is also working on making live streams more visible through the Reels tab and developing a feature that would allow users to control video playback on televisions using their smartphones. This move aims to expand Instagram’s presence beyond mobile devices.

Support for diverse storytelling

Tessa Lyons, vice president of product at Instagram, emphasized the platform’s goal to support creators who tell stories in various formats, including series. She noted that some creators already use Reels to promote their long-form content.

Past concerns about long-form video

Adam Mosseri, Instagram’s head, previously opposed long-form video, fearing it would shift the platform from a social connection tool to an entertainment-focused service. He worried that longer videos might reduce user engagement, such as likes and shares.

Current TV availability

Instagram TV is already accessible on Fire TV, Google TV, and Samsung televisions. However, unlike YouTube, Instagram does not currently offer an advertising revenue-sharing program for creators.

Monetization plans under development

A spokesperson said Instagram directly funds long-form content for some creators but has not yet shared a long-term monetization strategy. The company is exploring ways to compensate creators through brands, fans, and performance-based incentives.

YouTube’s dominance in TV time

According to TheWrap, YouTube accounted for 15.8% of television screen time in August, more than double the share of Netflix, its closest competitor. This highlights the growing influence of video platforms in the television landscape.