Instagram Challenges YouTube With New 90-Minute Video Format
Meta is aggressively repositioning Instagram to compete directly with YouTube by introducing a 90-minute video format, officially branded as “Features.” Announced on October 26, 2026, this strategic pivot allows creators to upload long-form, horizontal content directly to the platform, moving beyond its traditional short-form video identity. By testing these extended uploads in the United States and Brazil, Meta aims to transform Instagram into a comprehensive video hub where users can consume everything from quick clips to detailed documentaries without leaving the application. This initiative marks a significant departure from the company’s previous focus on ephemeral, short-duration content.
- Meta has launched a new video format called Features that enables users to upload horizontal content lasting up to 90 minutes.
- The platform intends to integrate these long-form videos with existing Reels through a new “Clips as Reels” tool for better discoverability.
- Current tests are limited to a small group of creators in the United States and Brazil to evaluate user engagement.
- The company has not yet finalized a specific revenue-sharing model for these long-form video creators.
Long-Form Content Changes User Experience
The introduction of the 90-minute video capability is designed specifically for creators who produce in-depth content, such as podcast hosts, tech reviewers, and interviewers. Previously, these creators were often forced to fragment their work into smaller pieces or redirect their audience to external platforms like YouTube. With the Features format, Instagram provides a unified space for these creators to host their full-length videos natively.
Furthermore, Meta is rolling out a companion feature known as “Clips as Reels.” This tool allows creators to pull short, engaging segments from their longer videos to share as standalone Reels. These snippets will include direct links, enabling viewers to navigate instantly to the full 90-minute content. This ecosystem approach ensures that short-form content functions as a discovery engine for long-form material, keeping users immersed in the Instagram environment for longer periods.
Internal Strategies Evolve for Competitive Growth
The shift toward long-form media signifies a major change in Meta’s internal philosophy. Instagram head Adam Mosseri, who previously expressed skepticism regarding long-form video on the app, has updated his stance. Working alongside Product Vice President Tessa Lyons, the leadership team now views long and short-form content as complementary rather than conflicting formats. This synergy is intended to satisfy a growing user demand for depth after initial engagement with shorter content.
This is not Instagram’s first attempt at capturing the long-form market. In 2018, the company launched IGTV, an independent platform that ultimately failed to gain significant traction and was shut down in 2022. Unlike IGTV, which functioned as a siloed experience, the new Features format is deeply embedded within the existing Instagram and Reels discovery algorithms, which may improve its chances of success.
Monetization Models Remain Under Evaluation
One of the most pressing concerns for content creators involves how they will be compensated for their long-form uploads. While YouTube offers a well-established revenue-sharing model that provides creators with 55% of ad revenue, Instagram’s current system relies primarily on brand partnerships, subscriptions, and direct sponsorships. Meta has clarified that a permanent revenue-sharing structure for Features has not been established yet.
The company is currently exploring various performance-based incentives involving brands and fan engagement. Whether Instagram will adopt a model similar to YouTube’s ad-revenue share remains an open question that creators are watching closely. As the testing phase continues, the industry is waiting to see if this new format will provide a sustainable income source that rivals existing video giants.
Do you believe Instagram’s move to support 90-minute videos will be enough to lure creators away from YouTube, or will you stick to your current platform preferences? Share your thoughts in the comments below.
Your comment has been submitted,
it will be published after approval.