Instagram is launching “Features” as its first real dive into long-form video content in what could be a real rival to YouTube, though Instagram is, for now, missing an alternative to YouTube’s ad share setup for creators.
In a 6-minute video shared today, Instagram head Adam Mosseri and VP Tessa Lyons explain “Features,” a new effort to bring long-form, horizontal video content to Instagram. “Features” allow creators to expand on content in Reels, using short-form video to build up an audience for longer-form content.
Sat down with @tessalyonsss to talk about why we’re investing in longer videos, which we’re going to call Features, and how they fit with Reels, Series, Live and TV. It’s early, and we’re testing and listening to feedback as we go. But we’re excited to give creators more room to tell their stories with the communities they’ve already built here. More to come.
The video starts with Mosseri admitting that he’s been “against doing long-form video on Instagram,” but the two go on to explain how the trend of friends watching Reels together, including on TV apps, pushed towards this expansion to long-form, horizontal content. Examples of podcast or comedy clips being used in Reels with longer episodes or specials available on “Features” is mentioned, with the two formats being able to connect to each other.
The Hollywood Reporter adds that this is US-only to start – the announcement video can’t even be viewed outside of the US, we found – and also that Instagram will carry over “existing ad deals” with creators.
A lack of any mention around ad sharing programs on Instagram’s part immediately flooded the comments of the announcement, with users asking why they should post long-form videos on Instagram when YouTube pays creators for the same practice. Tessa Lyons says that Instagram thinks “there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them,” but made no mention of a program like YouTube offers.
More on Instagram:
- Instagram cracking down on accounts that feature AI-generated influencers
- Instagram now supports using Google Cast to watch Reels on your TV
- Instagram finally settles on pause for a tap on Reels instead of mute
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