Instagram wants longer videos. Will creators find them worth the cost?
Instagram’s push into long-form video with Features could bring it into closer competition with YouTube. But creators say the format’s success will depend on monetization, production costs and whether brands and audiences follow them beyond Reels.
Meta Platforms-owned Instagram is expanding its offerings in long-form videos with the introduction of "Features", a new format enabling creators to upload videos of up to 90 minutes in length. After testing this feature with creators in Brazil, Instagram is now rolling it out to select creators in the United States. This move places the platform in closer contestation with Alphabet-owned YouTube, which has long been a hub for podcasts, interviews, and other extended content.
Rudrani Chattopadhyay, a Mumbai-based journalist at Mint, offers insight into the implications of this development. As she covers the creator economy and education, Chattopadhyay sees this as more than just a passing trend; she believes every trend has a deeper story, one that lies beneath the surface and involves people, ideas, and shifts within digital media.
With a background in journalism and a keen interest in smaller trends in digital media, Chattopadhyay sees this as a significant development.
Written by urgent.news from Live Mint's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
