Instagram is testing a new video format allowing creators to upload content up to 90 minutes long, aiming to retain audiences within the app by creating a cohesive funnel from short-form discovery to long-form engagement. The move seeks to mirror the YouTube creator retention model while providing Meta with more opportunities to experiment with advertising and creator monetization.
This shift signals Meta's transition from a discovery-first platform to a full-funnel content ecosystem. By integrating 90-minute capabilities, Instagram aims to prevent creators from using the app merely as a promotional trailer for their YouTube channels. For the broader streaming market, this move intensifies the battle for high-intent viewing time and premium ad inventory, though Meta's lack of a transparent revenue-share model remains a significant hurdle for creator migration. Watch for Meta to announce specific performance-based incentives or ad-revenue splits to determine if this format can truly compete with the YouTube Partner Program.
Instagram is testing a new "Features" format allowing creators to upload videos up to 90 minutes long. This move aims to transform the platform into a full-funnel content ecosystem, encouraging creators to host long-form content directly on Instagram rather than using the app solely to promote their YouTube channels.
The new "Features" format currently being tested supports video uploads of up to 90 minutes.
The new long-form video feature is currently being tested in Brazil and the United States.
Yes, creators can use a "Clips as Reels" tool to link short-form highlights directly to their full-length episodes.
Unlike YouTube's 55% ad-revenue share model, Instagram's current monetization remains focused on brand deals and subscriptions.
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