Instagram is trying out 90-minute videos

Instagram is exploring the possibility of incorporating longer video content into its platform, aiming to create a shared experience for users to watch content together. Adam Mosseri, Instagram's head of the platform, expressed prior reservations about long-form video, but in a recent video shared on Instagram, he and Tessa Lyons, Vice President of Product, detailed the rationale behind a new feature called "Features." This feature permits users to upload horizontal videos up to 90 minutes in length.

Lyons elaborated on how content creation has broadened to encompass various formats such as Reels, posts, carousels, live-streaming, and even episodic content. She highlighted the growing trend of shared experiences around video watching, whether it's through direct messaging (DM) exchanges or collective viewing in person on a TV screen.

She mentioned that Instagram has been receiving feedback about the pleasure of watching Reels together, which has led to the development of a TV version of Reels and the necessity for a platform supporting both short-form and long-form content.

Mosseri emphasized Instagram's commitment to establishing a symbiotic relationship between short-form and long-form content, ensuring both formats coexist on the mobile app and the newly launched TV app, which was introduced last December and expanded earlier this year. He expressed enthusiasm about the initiative, stating that it's a long-term commitment for Instagram.

The exact timeline for the rollout of the new feature is currently unknown, but it's expected to commence this month, with further extensions to additional users over time. According to The Hollywood Reporter, Instagram has already initiated tests of the long-form video feature with creators in Brazil, planning to expand this to select U.S. creators in the near future.