Instagram targets YouTube: social network tests video features up to 90 minutes long
After initial trials in Brazil, the format is now being tested by select creators in the U.S., though no date has been set for a full launch.
Such videos will appear in the main feed and Explore recommendations. Creators will be able to post short clips in Reels with a link to the full version—for example, directing viewers from a segment of an interview to the entire episode. A similar approach is planned for podcasts.
The innovation was announced by Instagram head Adam Mosseri and Vice President of Product Tessa Lyons. Previously, Mosseri had opposed long videos, arguing they could reduce time spent on photos, short posts, and interacting with friends. Now, Instagram✴ plans to use short videos to drive audiences to full episodes.
The format will also be available in the Instagram✴ for TV app. In June, the social network tested horizontal videos on Samsung TVs; the program works on Amazon Fire TV and Google TV devices. The company believes long videos are better suited for TV screens rather than smartphones. Simultaneously, the service is testing Series, where multiple Reels are structured into episodes, and exploring ways to make live streams more visible, including for users who do not follow the broadcaster.
