Instagram tests long-form Features videos up to 90 minutes

Technology · First reported 26 Oct, 16:05 · Updated 19:06

Instagram is testing horizontal videos called Features with a small group of creators, connecting short Reels to full-length shows and expanding its television offering. The company does not currently plan to share Features advertising revenue with creators.

Features supports horizontal videos up to 90 minutes long. Instagram is targeting podcasters, comedians and other creators producing full-length shows.
Access is initially limited to a small group of creators. Reports differ on geography: 9to5Google describes a US-only start, while The Next Web cites an Instagram spokesperson saying some Brazilian creators are also participating.
Features will appear in the main feed and Explore. Instagram is testing links from Reels to full-length Features so short clips can help viewers discover longer videos.
Instagram’s TV app will prioritise Features, with Apple TV support coming soon. Its television offering already includes Fire TV, Google TV and Samsung TVs.
Instagram does not currently plan to share advertising revenue from Features, though it has left that possibility open. Meta says it plans to help creators find brand partners where they lack existing advertiser relationships.

Summary written by Lux AI from 6 articles

Key facts

Format: Features: horizontal videos up to 90 minutes.
Initial access: A small group of creators.
Creator revenue: No current plan to share Features advertising revenue.
Earlier effort: Instagram launched IGTV in 2018 and shut down its separate app in 2022.