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Instagram tests ‘Features’ long-form videos, but missing YouTube’s ad share for now

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Instagram tests ‘Features’ long-form videos, but missing YouTube’s ad share for now

Instagram is launching “Features” as its first real dive into long-form video content in what could be a real rival to YouTube, though Instagram is, for now, missing an alternative to YouTube’s ad share setup for creators.

In a 6-minute video shared today, Instagram head Adam Mosseri and VP Tessa Lyons explain “Features,” a new effort to bring long-form, horizontal video content to Instagram. “Features” allow creators to expand on content in Reels, using short-form video to build up an audience for longer-form content.

Sat down with @tessalyonsss to talk about why we’re investing in longer videos, which we’re going to call Features, and how they fit with Reels, Series, Live and TV. It’s early, and we’re testing and listening to feedback as we go. But we’re excited to give creators more room to tell their stories with the communities they’ve already built here. More to come.

The video starts with Mosseri admitting that he’s been “against doing long-form video on Instagram,” but the two go on to explain how the trend of friends watching Reels together, including on TV apps, pushed towards this expansion to long-form, horizontal content. Examples of podcast or comedy clips being used in Reels with longer episodes or specials available on “Features” is mentioned, with the two formats being able to connect to each other.

The Hollywood Reporter adds that this is US-only to start – the announcement video can’t even be viewed outside of the US, we found – and also that Instagram will carry over “existing ad deals” with creators.


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