The Instagram platform has begun testing a new feature called "Features", aimed at enabling content creators to publish horizontal videos lasting up to 90 minutes. This move, which started its initial trials in Brazil before moving to selected creators in the United States, is part of Meta's efforts to break YouTube's monopoly on the long-form video market.
The integration strategy between short and long-form content
Instagram's new vision relies on creating a complementary relationship between short Reels clips and long videos; where the short clip will act as a "trailer" leading viewers directly to the full video. The platform plans to enhance this trend by suggesting long videos in the Explore section and expanding the experiment to include the dedicated Instagram TV app.
In this context, Adam Mosseri, Head of Instagram, pointed to a shift in his strategy, as he previously opposed long-form videos on the platform, preferring quick clips that boost engagement and sharing, but he now believes that combining both types can create a shared growth environment.
What changes practically?
This shift represents an attempt by Instagram to leverage its massive base of 3 billion monthly users, turning transient views of short clips into extended viewing sessions. Instead of creators having to direct their audience to YouTube to watch full podcasts or shows, Instagram seeks to keep the user within its digital ecosystem.
Confrontation challenges: Funding versus reach
Despite Instagram having a huge audience, the path to competing with YouTube is not without obstacles, and two main hurdles stand out:
- Revenue-sharing model: YouTube gives eligible creators 55% of net ad revenue, while Instagram has not yet announced a similar revenue-sharing system for the "Features" feature.
- Past experiences: The platform is trying to avoid the fate of the IGTV service, which previously failed to find a stable place in the long-form content market.
Ultimately, the success of this move depends on Instagram's ability to convince creators that staying on its platform is not just a means of reach, but an economically viable way that matches what competitors offer.