Instagram is actively expanding its capabilities by introducing the “Features” function, which will allow creators to upload horizontal videos up to 90 minutes long. This is a strategic move aimed at attracting a YouTube audience and increasing content viewing time on TVs, which opens up new horizons for mass video posting.
Instagram’s VP of Product, Tessa Lyons, and head Adam Mosseri noted that users enjoy watching Reels together in the living room. This observation served as the impetus for developing a TV version and a longer content format.
New “Features” format: details and capabilities
The “Features” function is designed for creators of long videos, podcasters, and comedians. Instagram is already conducting testing in Brazil and plans to cover “tens of thousands of creators” in the US in the coming months. This opens up new horizons for content distribution.
Integrating short and long formats: Clips as Reels
An important component of the new initiative is the “Clips as Reels” tool. It will allow creators to cut short fragments from their 90-minute videos and publish them as separate short videos on Instagram. These clips will automatically link to the full video, providing a seamless transition from short to long format.
“Now you can see a clip from your favorite podcast, just click and continue watching or watch the full video, and you can dive in and see the whole thing because creators will be able to link these Reels to their main material,” Lyons explained.
Instagram plans to recommend posts created using “Clips as Reels” on the Explore page and in other sections of the platform, which will significantly increase scheduled reach.
Monetization of long-form content: the main question
The main question that concerns creators is the monetization model. YouTube successfully shares advertising revenue with creators, especially from long videos viewed on TV. Instagram, owned by Meta, one of the largest players in the digital advertising market, also intends to monetize this format.
- Revenue potential: More viewing time on TV means more valuable audience attention, which attracts brands and leads to higher CPMs.
Currently, there are no direct payments for uploading “Features,” but “many monetization opportunities” are expected in the future.
Prospects and Challenges for Instagram
This is not Instagram’s first attempt to enter the long-form video market. In 2018, IGTV was not successful. However, the current initiative is different:
- Maximum Duration: 90 minutes is the longest content limit on the platform.
- Integration with Reels: The symbiosis of short and long formats could be a key success factor.
- Focus on TV Viewing: Targeted development of a TV app and living room viewing.
Adam Mosseri admitted that he had long been against long videos on Instagram, but it is clear that the strategy has changed. For creators interested in automatic short video posting and video cross-posting, this opens new doors for content distribution.
Frequently Asked Questions
What is the “Features” function in Instagram?
“Features” is a new Instagram function that allows creators to upload horizontal videos up to 90 minutes long. It focuses on long-form content, podcasts, and comedy shows, aiming to compete with YouTube for TV viewing time.
How will “Clips as Reels” help promote long videos?
“Clips as Reels” allows creators to cut short segments from 90-minute videos and publish them as regular Reels. These short clips will automatically link to the full video, encouraging viewers to watch the long format. Instagram will recommend such clips on the Explore page.
Will creators get paid for uploading long videos to Instagram?
Currently, Instagram has not announced a direct monetization model for “Features.” Meta states that it is exploring various ways for creators to earn, including collaborations with brands, fan support, and performance-based incentive programs. A long-term model is under development.
How will this affect mass posting and video cross-posting?
The introduction of 90-minute videos opens up new opportunities for mass posting services. Now, creators will be able to use a single dashboard for TikTok, YouTube, Instagram for broader distribution of their content. This will allow for efficient management of auto-scheduling and publishing content on multiple platforms simultaneously, saving time and resources.
Conclusion
Instagram is making a serious bet on long-form video and TV viewing. This strategic decision could change the content distribution landscape and provide creators with new opportunities to reach audiences. For effective management of such a volume of content and its publication on 5+ platforms without manual labor, we recommend considering specialized services for automatic publication of short videos and mass uploading with proxies and anti-detection.
While you sleep, your videos are already being released worldwide, ensuring maximum reach according to schedule. Invest in tools that will ensure seamless content rotation and allow you to focus on creativity while the system handles mass posting via API.