Instagram is clearly jealous of YouTube — and introducing a raft of changes
Instagram is making its app feel more like TV with long-form videos and episodic content. There are big unanswered questions for creators, though.
Meta-owned Instagram is making a push to catch up with YouTube by introducing new long-form video features. Instagram's top executive, Adam Mosseri, said the platform is testing tools for creators to make episodic content, similar to YouTube. Mosseri said Instagram wants to be the most culturally relevant platform by showing up where people are, specifically on TV screens where YouTube has become a major hit.
Instagram's new Features allow viewers to watch longer-form videos seamlessly within the Instagram ecosystem, without having to leave the app. The app will also push its Instagram for TV app to various TV services, allowing people to watch content their friends are also liking or resharing on TV. Additionally, Instagram is testing a way for shows on the app to connect episodic content, with a label appearing over the content indicating additional episodes.
Creators can link up to 8 clips to one long video, driving engagement back to the original video. Instagram is also expanding its offerings for long-form video content, but there are still some missing elements, such as the ability to watch videos while scrolling through Instagram or multitasking by opening other apps. There are also no automated transcripts and subtitles yet.
Mosseri mentioned that Instagram is considering ways to test pre-roll and mid-roll ads that could lead to a revenue split for creators, but previous attempts at broad revenue-sharing programs didn't prove beneficial.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
- Why Instagram is about to look a lot more like YouTube fastcompany.com
