Gearing up to take on YouTube, Instagram will now also allow the uploading of videos up to 90 minutes long..

Instagram is testing a new feature on its platform for longer-form videos. This will allow select creators to upload horizontal videos lasting up to 90 minutes. The company’s goal is to provide a space where users can consume full-length content—such as podcasts, comedy, and other long-form videos—directly on Instagram. The test is currently underway with a group of creators in the United States, following a previous trial in Brazil.

How will this new feature work?
Details about this new format were shared by Instagram’s Vice President of Product, Tessa Lyons, and Head of Instagram, Adam Mosseri, in a video. The feature allows creators to share short clips from their longer videos as Reels. This gives users the opportunity to watch the full video without needing to leave Instagram for another platform. For instance, if a user watches a short clip from a podcast on Reels, they will be able to view the entire episode on the same platform. Instagram also plans to showcase these longer videos in the 'Explore' section and other parts of the app.

Participants in this initial test include figures such as podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakowsky, and football content creator Donald De La Haye. The company intends to expand this test to thousands more creators in the future.

Will this pose a direct challenge to YouTube?
This move by Instagram is seen as an attempt to challenge YouTube’s long-form video format. YouTube is already a popular hub for podcasts, interviews, comedy shows, and extended videos, with eligible creators receiving 55% of the advertising revenue generated. Instagram previously attempted to introduce long-form content through 'IGTV,' but the company eventually discontinued that feature to focus more on Reels. Now, with this new initiative, Instagram is once again attempting to establish a foothold in the long-form video space.

Instagram Videos Will Soon Be Watchable on TV
Instagram does not want to limit long-form videos to mobile devices alone; the company is working to enhance the video-viewing experience on television. In the United States, the Instagram TV app is already available on Samsung TV, Amazon Fire TV, and Google TV, with plans underway to extend support to Apple TV as well.

Instagram is also experimenting with ways to make the TV viewing experience more interactive. Potential features include using a mobile phone as a remote control, seeing what videos friends are watching, and saving videos on a mobile device to watch later on a TV screen.

What Are the Plans for Creator Earnings?
As part of this test, Instagram is exploring brand partnership opportunities for creators, allowing them to incorporate sponsored content into their videos. However, the company has not yet clarified exactly how creators will earn revenue from advertisements through these features.

Additionally, Instagram is testing a feature called "Instagram Series," which allows Reels centered around a common theme to be organized into distinct episodes. The company is also making adjustments to Instagram Live, aiming to help creators' live streams reach audiences beyond their existing followers. This test is currently underway in Indonesia and Brazil, with plans to expand to the United States next year.

Disclaimer: This content has been sourced and edited from TV9. While we have made modifications for clarity and presentation, the original content belongs to its respective authors and website. We do not claim ownership of the content.