Instagram takes on YouTube with new 90-minute horizontal video format

Instagram is challenging YouTube with its latest feature: Features, a new format for long-form, horizontal videos up to 90 minutes in length. The test, initially launched in Brazil, is now expanding to select creators in the United States. Aimed at podcasters, comedians, and other creators producing long-form content, Features allows users to link shorter Reels to their full-length videos.

By encouraging viewers to transition from short clips to longer episodes, Instagram aims to capitalize on the trend of social media feeds primarily featuring short video snippets. The full-length videos will be recommended on Instagram's Explore page and within the app itself, enabling seamless user transitions from the short Reels format to the longer Features format without leaving the platform.

According to Instagram VP of Product Tessa Lyons, creators with established relationships can leverage their existing content, while those without extensive infrastructure can benefit from Instagram's support. This move is part of a larger trend in the entertainment industry, where companies like Netflix and Disney are also investing in creator content to compete with YouTube's vast platform.

Instagram has also expanded its Instagram for TV app to Apple TV in the U.S., further integrating Features into their strategy to engage users on multiple devices.