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Instagram is testing 90-minute videos

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Instagram is testing 90-minute videos

Instagram is introducing longform video. Called Features, the new format will allow users to upload videos up to 90 minutes long.

"So many creators are producing longer videos, and they're using clips of those videos to drive discovery on Reels and help build their audience," said Instagram VP of Product Tessa Lyons, announcing Features in a video alongside Head of Instagram Adam Mosseri on Monday. 

"Reels is still going to be a core part of Instagram. But when you want to go deeper with creators you love and the content they're creating, you should be able to do that on Instagram."

Longform video creators have typically favoured YouTube, which allows verified accounts to upload videos up to 12 hours long. In contrast, Instagram Reels are restricted to a maximum length of 20 minutes. Features aims to allow these creators to share their longer videos on Instagram as well, keeping their audience on the platform.

Features appears to focus on content shot in landscape, and will be available on desktop, the mobile app, and Instagram for TV. Lyons stated that part of the new format's purpose is to help populate Instagram's television app, which allows users to watch Reels and video content on their TV.

"We've been working on a TV version of Reels, and we know that to do that well, we need more than just short-form video," said Lyons.

"People might discover a long form video that they love by seeing a Reel that's a clip of the video when they're watching Reels on mobile, and then when they go at the end of the day and open their TV and open Instagram on TV, we'll know that they watched that Reel and we'll be able to say, 'Hey, do you want to finish watching…?'"


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