Instagram is making a notable shift from its focus on short-form video by introducing the ability for creators to upload videos up to 90 minutes long, a feature it calls “Features.” This move comes after years of social platforms prioritizing quick, vertical clips, but Instagram hopes to keep users engaged on its platform by supporting deeper storytelling alongside its existing Reels format. The company plans to combine short- and long-form content so creators can offer varied experiences without driving followers away to competitors like YouTube.

This change is significant because Instagram currently lacks a monetization model comparable to YouTube’s, which shares 55% of ad revenue with its creators. Instagram mainly helps creators earn through brand deals and fan subscriptions but does not commonly pay per view, limiting the platform’s attractiveness for revenue-focused video producers. The introduction of longer videos may pave the way for advertising integration on these uploads, potentially closing the gap between Instagram and YouTube’s creator economy.

Instagram is testing “Features” and a new option called “Clips as Reels,” which allows creators to chop longer videos into shorter Reels, linking back to the full content. These tests are currently live in Brazil and being expanded to the U.S., with Instagram also improving discovery tools for live and episodic content. Leadership, including CEO Adam Mosseri and VP Tessa Lyons, envision a future where Instagram hosts robust short- and long-form video ecosystems to keep fans engaged and creators supported.

While Instagram is still exploring the best ways to monetize these longer videos, the introduction of “Features” signals a strategic push to both enhance content variety and potentially boost creator revenue opportunities. If successful, Instagram could disrupt YouTube’s dominance in longer video content monetization by leveraging Meta’s advertising infrastructure and offering creators new avenues to reach audiences and earn income.