Instagram is testing a new shift in its visual content strategy, moving from a traditional focus on short clips to offering horizontal videos of up to 90 minutes, in a move that reflects its desire to expand viewing patterns and compete with long-form video platforms, most notably YouTube.
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The change is not just about increasing the length of clips, but about trying to reshape the user's relationship with the platform, and attracting content creators who used to publish their programs, interviews and extended episodes outside of Instagram.
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According to a report published by TechCrunch, the platform is testing a new format called Features, which allows for the posting of horizontal videos up to 90 minutes long. The experiment began with a group of content creators in Brazil and is expanding to a limited number in the United States . Targeted uses include podcasts, interviews, comedy shows, and video blogs.
From short clips to a complete viewing experience
The importance of this step lies in the fact that it does not aim to replace short "Reels" clips, but rather to link them to longer content within a single experience. Instagram is testing the "Clips as Reels" feature, which allows linking up to 8 short clips to the longer original video, so that the user can move from a clip that caught their interest to watching the entire content without leaving the application.
The platform is also working on developing tools to organize series of clips within a single theme, improve live streaming discovery, and expand the viewing experience via the Instagram app for televisions.
These changes reflect a shift in the platform's perception of the nature of content; short clips that attract attention and spread through posts and private messages can serve as an entry point to deeper content, rather than being the sole purpose of viewing.
Instagram CEO Adam Mosseri had indicated, in announcing the tests, that he had previously opposed the introduction of long videos, based on the premise that short clips enhance engagement and communication between users, but he now sees the possibility of integrating the two formats.
YouTube's competition for viewer time
With this move, Instagram seeks to address one of its weaknesses in the video market, as users are accustomed to watching a short clip on the platform and then moving to YouTube to follow the full episode, interview, or program. Making longer content available within the application may reduce this transition, and give Instagram the opportunity to retain users for a longer period, increase opportunities to display ads, and reach a new audience.
But the competition with YouTube is not just about video length; the Google-owned platform has built an integrated system that includes content search, recommendations, subscriptions, analytics tools, and advertising revenue sharing programs with content creators.
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