Instagram is rolling out a new feature that allows creators to upload videos up to 90 minutes long, marking the platform's renewed push into long-form video content after shutting down IGTV in 2022. The feature, simply called Features, aims to challenge YouTube's dominance in the long-form video space.
Beyond just hosting longer videos, Instagram is building in tools to repurpose content. Creators can extract clips from their 90-minute uploads and automatically transform them into Reels, the platform's short-form video format. This dual approach lets creators maximize reach by adapting a single piece of content for different consumption preferences.
Meta hasn't yet announced a monetization model for the expanded video format, but the company is exploring several options including performance-based incentives for creators. The feature is currently in testing phase and rolling out to selected users.