Instagram Tests 90-Minute Videos to Rival YouTube

New Video Format

Instagram is testing a new video format called 'Features' that lets creators upload videos up to 90 minutes long.

Testing Locations

The platform is testing these long-form uploads in Brazil and expanding to a small test in the United States.

Leadership Shift

Instagram head Adam Mosseri previously opposed long-form video because shorter clips drive more shares and direct messages.

Team Support

Instagram Vice President of Product Tessa Lyons advocated for the change to help fans go deeper with creators.

Connected Tools

Instagram is also testing 'Clips as Reels' to let creators make short teasers that link viewers to the full-length video.

TV App Support

Users can save long-form videos to watch on the Instagram app for televisions.

Context

Long-form video hosting requires significant server infrastructure and content moderation resources. Platforms typically explore advertising revenue to offset these high operational costs.