Watch out, YouTube; Instagram goes from short-form to 90-minute videos

Creators can now host longer videos directly on Instagram, potentially earning more revenue without needing to direct audiences to YouTube.

Instagram is testing a new feature called "Features" that allows creators to upload videos up to 90 minutes long, a significant shift from its previous focus on short-form content. This move aims to make Instagram a more competitive platform for creators seeking monetization opportunities, challenging YouTube's long-standing dominance in long-form video. Instagram head Adam Mosseri stated that while short-form content like Reels drives engagement, the platform wants to enable creators to "go deeper" with their audiences on Instagram. The company is exploring various monetization models for these longer videos, including performance-based incentives, though a specific long-term strategy is not yet defined. The new "Features" are being tested in Brazil and will expand to a small test group in the U.S. Instagram is also developing features like "Clips as Reels" to link shorter content to longer videos and improving discovery for live video, indicating a commitment to supporting diverse video formats.

This strategic pivot by Instagram signals a broader trend of social media platforms vying for creator attention by offering more robust monetization and diverse content formats beyond short-form video. By enabling 90-minute uploads, Instagram directly challenges YouTube's lucrative Partner Program, aiming to capture a larger share of the creator economy and keep users engaged within its ecosystem for both quick updates and in-depth content. The success of this initiative will hinge on Meta's ability to implement effective advertising and performance-based incentives that rival YouTube's established revenue-sharing model.

The expansion into long-form video means Instagram must invest heavily in discovery algorithms and user experience for longer viewing sessions, a different challenge than optimizing for viral short clips. Creators will need to adapt their strategies to create compelling narratives that can sustain viewer attention over extended periods, potentially blurring the lines between traditional television and social media content. This evolution could redefine how audiences consume video content on mobile-first platforms, pushing competitors to similarly broaden their video offerings.