Instagram Is Testing Out Long-Form Video, Including Podcasts

Key Points:

• Instagram is launching a test in the U.S. allowing select creators to upload horizontal videos up to 90 minutes, targeting podcasters, comedians, and long-form content creators, with the ability to link full videos from short-form Reels.
• The feature, called Features, has been tested in Brazil and will expand to tens of thousands of U.S. creators, with videos promoted on Instagram’s Explore page and other areas to boost discovery.
• Instagram aims to compete with platforms like YouTube by supporting creators with existing ad deals and helping those without established brand partnerships, though no exclusivity deals are currently required.
• The long-form video experience will be available on mobile and is planned to extend to Instagram for TV on devices like Apple TV, Samsung, and Google TV, emphasizing better viewing on larger horizontal screens.
• Instagram is also experimenting with episodic content through a Series feature and integrating live video into the Reels tab, with ongoing tests in markets like Southeast Asia, Indonesia, and Brazil, and plans to expand these features to the U.S. soon.