According to The Hollywood ReporterInstagram today began testing a new long-form horizontal video format with select creators in the United States. Here are the details.
Instagram doubles down on long-form horizontal video
Every so often, Instagram tries to take on YouTube with a new product. IGTV, for example, was one of the social network’s attempts to compete in the long-form video space.
However, IGTV never really took off and Instagram eventually phased it out, focusing on Reels.
Today, as reported THRInstagram has launched a new attempt to compete with YouTube with Features, a new format that supports horizontal videos up to 90 minutes long.
Aimed at podcasters and other long-form creators, the feature has already been tested in Brazil and is now expanding to select creators in the United States. It also allows them to link shorter reels to their full videos.
From THR:
Starting Monday, Instagram will launch a test of horizontal videos up to 90 minutes long with selected creators in the United States. The product, called Features, is aimed at podcasters, comedians and other long-form creators, with the ability to send viewers to the full video from the platform’s short reels, which are typically around three minutes or less.
The move comes at a time when social media feeds and recommendations are increasingly filled with short clips of stand-up shows and video podcasts, offering users snippets of much longer shows and episodes.
With Features, Instagram appears to be looking to capitalize on this trend, turning these clips into a gateway to full episodes.
According to THRwho spoke with Instagram VP of Product Tessa Lyons, full-length videos will also be recommended to users on the Explore page and other parts of the app.
Lyon said THR that users will be able to tap a podcast clip in Reels to continue watching or jump straight to the full episode, without leaving Instagram.
Here’s Lyons explaining how Instagram plans to help creators monetize their long-form videos:
“For established creators who already have those relationships, they can bring that content with those placements and that branded content. And we also think there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them.”
THR notes that the move is part of a broader entertainment industry push toward video podcasts, with companies like Netflix and Disney also bringing creator content to their platforms to compete with YouTube.
Meanwhile, Instagram has also expanded its Instagram for TV app to Apple TV in the US, and Features is now expected to play a role in the company’s broader efforts to leverage podcasts and other long-form videos to keep viewers engaged across devices.
To read THRThe full report, follow this link.
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