Meta's Instagram social media platform might be moving in a new direction. It is creating a new tool for subscribers called "Features" that will allow creators to post horizontal long-form videos running up to 90 minutes in length.
Instagram will be taking on YouTube by offering long-form content up to 90 minutes in length
It seems that Instagram wants to give YouTube viewers another outlet for long-form videos. Actually, the real goal might be to give content creators another platform to upload horizontal long-form videos that run as long as an hour and a half.
These videos will be published on a user's profile page on Instagram
These videos will be published right on Instagram users' profile pages. There is a huge issue, however. Instagram does not have an ad-revenue program for creators of these kinds of videos. For these creators, YouTube remains their best shot at monetization, as that platform gives creators a direct cut of ad revenue that comes out to 55%.
There is no guaranteed ad-revenue split for lesser-known content creators
Established creators will be allowed to bring brand deals with them to Instagram. But those creators who are not as well known will not get a guaranteed ad split for their long-form videos.
Adam Mosseri, the head of Instagram. | Image by Instagram
The head of Instagram since 2018, Adam Mosseri, had been against allowing long-form video to be streamed via Instagram. But he has changed his position on this after noting the changing viewer habits of Instagram subscribers.
Content creators will be delivering content such as comedy specials, video podcasts, and docuseries during testing of the new Features streaming tool. These creators will be able to promote their long-form content by pinning short-form Reels to their 90-minute long-form videos, driving new audiences to their content.
Early content will be available from sports interviewer Donald De La Haye, fashion creator Monet McMichael, and entrepreneur Emma Grede.
What this might mean for Instagram
Overall, this could really turn Instagram from a destination for quick scrollers to an entertainment app with a broader range of content. If you don't have the Instagram app installed on your device, you can do so by tapping on the appropriate link.
Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.
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