Instagram’s 90‑Minute Experiment
On Monday, Instagram began a limited rollout of a new horizontal video format that can run up to 90 minutes. The feature, dubbed **Features**, is aimed at creators who have built audiences on platforms like YouTube, especially podcasters and comedians.
The test started in Brazil and is now available to a small group of U.S. creators who have individual deals with Meta. Only those with such agreements can post a Features video.
No Monetization Yet
Creators who upload these long videos will not receive a share of ad revenue. A Meta spokesperson told TechCrunch that the platform is “too early to share a long‑term monetization model.”
In contrast, YouTube’s Partner Program gives creators 55% of ad revenue, and the company has paid over $100 billion to creators, artists and media companies in the past four years.
A Symbiotic Strategy
Instagram head Adam Mosseri explained that the platform sees short and long videos as complementary. Creators can cut a long upload into Reels that link back to the full episode, while the full‑length video can appear in Explore. A viral 60‑second clip could drive viewers straight to a 90‑minute episode without leaving the app.
Mosseri noted that most creators currently earn money through sponsorships, fan revenue and a “small performance‑based program” that Instagram admits is unprofitable.
Sponsorships and Brand Partnerships
VP of Product Tessa Lyons told The Hollywood Reporter that established creators can bring existing sponsorships into the new format. Meta also claims it will help creators who lack advertisers find brand partners.
A podcaster who includes three host‑read ads in every episode can benefit, as those ads pay the same regardless of where the episode is watched. Instagram places the episode in front of people who already follow the host.
Expanding to the Living Room
Instagram is also pushing the format to TV. Its TV app, launched last year on Fire TV, now runs on Apple TV in the U.S., as well as Samsung and Google TV devices. Viewers can send a long video from their phone to the TV. Mosseri admitted the TV experience will “take some time to get right.”
A Second‑Chance Long‑Form Feature
IGTV, Instagram’s earlier attempt at long‑form video launched in 2018 as a separate app, never gained traction and was shut down in 2022. This time, the videos live inside the main app and are fed by Reels. Mosseri said Meta is “very committed to it long term.”