Instagram has begun testing long-form video features, allowing select creators to upload horizontal videos of up to 90 minutes, Head of Instagram Adam Mosseri announced.
The move marks a shift from the platform’s previous focus on short-form content. Features will appear on the Explore page and main feed for creators in the test group and can include podcasts, vlogs and interviews.
“We want to be the most culturally relevant platform, and to do that, we need to show up where people are,” Mosseri told Colin and Samir in an exclusive interview.
Linked Reels will let some creators post short clips that direct viewers to the full-length Feature, creating a pathway from short-form to long-form content within the app.
Instagram is also updating its TV app to prioritise Features, enabling creators to reach audiences on Samsung, Fire TV and Google TV, with Apple TV support expected soon.
Additional tools in development include a dedicated home for episodic Reels series on creator profiles, second-screen controls allowing phones to act as remotes for the TV app, and the ability to pause Features on mobile and resume on television.
Background playback is not currently available but could be added later, Mosseri said.
No revenue-sharing programme for short- or long-form content is planned at present, though that could change.
Two years ago Mosseri had expressed reluctance to pursue long-form video, saying it risked eroding Instagram’s core purpose of connecting friends. The platform previously offered IGTV before shifting emphasis to Reels.
The new Features aim to keep creators’ audiences on Instagram for longer content rather than forcing them to migrate elsewhere.
