From mint · Trisha Bhattacharya · · 1m 20s
Instagram tests 90-minute videos to compete with YouTube
Instagram launches 90-minute video feature to rival YouTube and keep creators.
In brief
Instagram launches 90-minute video feature to rival YouTube and keep creators. Instagram is testing 90-minute horizontal videos called Features to compete with YouTube and retain creators. Originally reported by mint.
Instagram tests 90-minute videos
Instagram is testing horizontal videos of up to 90 minutes under a new format called Features.
Aim to attract creators
The move aims to attract podcasters, comedians, and other creators who need longer content without leaving the platform for YouTube.
Features for selected creators
Instagram is testing Features with selected creators in Brazil and the United States.
Connect short clips to full videos
Creators can share shorter extracts as Reels to link viewers to complete versions of their longer videos.
Compete with YouTube
The new format helps Instagram compete directly with YouTube where longer videos remain central to the viewing experience.
YouTube Partner Programme
YouTube offers eligible creators advertising revenue through its YouTube Partner Programme, unlike Instagram's brand partnerships.
Instagram's TV strategy
Instagram has developed TV services for Amazon Fire TV, Google TV, Samsung TVs, and Apple TV in the United States.
IGTV discontinued
Instagram's previous long-form video service, IGTV, launched in 2018 but was discontinued due to lack of traction.
What to remember
Instagram is testing 90-minute horizontal videos called Features to compete with YouTube and retain creators.
