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- Instagram Tests 90 Minute Videos; Can It Challenge YouTube In India?
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Instagram is looking to move beyond short videos and compete for the audiences who spend hours watching podcasts, interviews, and long-form content online. The Meta-owned platform is testing a new video format that will let selected US creators upload videos up to 90 minutes long, potentially opening a new avenue for podcasters and content creators.
Called ‘Features,’ the new format is designed for creators who want to share longer videos without directing their audiences to another platform.
While the test is currently limited to selected creators in the US, it could expand significantly for Indian creators, who use Instagram to build audiences through Reels, interviews, comedy videos, and podcast clips.
Instagram to introduce 90-minute videos with Features
Instagram’s new Features format will allow selected creators to upload videos of up to 90 minutes. The company announced the test on Monday, with Instagram Vice President of Product Tessa Lyons and head Adam Mosseri discussing the feature in a video.
Lyons explained that many creators are already producing longer videos and using shorter clips from that content to attract viewers through Reels. Lyons said:
So many creators are producing longer videos, and they’re using clips of those videos to drive discovery on Reels and help build their audience.
She added that Reels would remain an important part of Instagram, but users should also be able to explore longer content from creators they enjoy.
The new format appears to focus on horizontal videos, making it suitable for interviews, podcasts, discussions and other content that works well on larger screens. Features will be available on desktop, the Instagram mobile app and Instagram for TV.
Instagram wants users to watch longer videos on TV
The introduction of longer videos is also connected to Instagram’s plans to expand its presence on television screens. Instagram has been working on a TV version of Reels, but the company believes short videos alone may not be enough to make the experience successful.
Lyons explained how the platform could connect short-form and long-form viewing. She said:
People might discover a long form video that they love by seeing a Reel that’s a clip of the video when they’re watching Reels on mobile.
She added that Instagram could then recognise the content a user had watched and suggest continuing the full video when they opened Instagram on their television. For example, someone watching a short clip from a podcast on their phone could later be prompted to watch the full episode on their TV.
YouTube remains a popular platform for long-form content, including podcasts, interviews and documentaries. Verified accounts can upload videos up to 12 hours long, while Instagram Reels have traditionally been limited to 20 minutes.
Instagram’s new 90-minute video format could help it compete with YouTube by allowing creators to share full-length content directly with their followers.
However, YouTube has an established monetisation system through its Partner Program, which lets eligible creators earn a share of advertising revenue. Instagram creators largely rely on brand partnerships and sponsored content, alongside other available monetisation options.
Instagram’s success will depend on its ability to attract viewers, improve content discovery and offer creators competitive earning opportunities.
What Instagram’s 90-minute videos could mean for Indian creators
If Instagram expands Features to India, the update could create new opportunities for the country’s growing creator community. India has a large audience for podcasts, interviews, comedy, entertainment, and educational content. Many creators already publish short clips on Instagram to attract viewers before directing them to full episodes on YouTube or other platforms.
The new format could make it easier for these creators to share both short clips and complete videos on the same platform.
Here are some ways Indian creators could benefit:
1. Podcasters could reach audiences directly on Instagram
Indian podcasters could upload longer episodes instead of relying only on short promotional clips. This may help them reach followers who prefer consuming content within Instagram.
2. Creators could use Reels to promote full episodes
Creators could continue using short, engaging clips to attract attention while offering the complete interview, discussion, or podcast through the longer video format.
3. Regional-language content could find new audiences
Creators producing content in Hindi and other Indian languages could explore longer formats for interviews, storytelling, educational videos, and entertainment. The extent of this opportunity would depend on the feature’s availability and how effectively Instagram recommends such content.
4. Brands could explore longer sponsored videos
Longer videos could provide more room for product demonstrations, expert discussions and sponsored interviews. However, the actual earning potential would depend on Instagram’s monetisation options and the terms of individual brand partnerships.
Instagram’s move could give creators another option for publishing long-form videos, but it does not automatically make the platform a replacement for YouTube.
YouTube already has an established audience for full-length videos, along with tools for monetisation and content discovery. Instagram’s advantage is its existing ecosystem of Reels, followers, and social interactions, which could help creators move viewers from short clips to longer content.
For Indian creators, the biggest benefit could be having another place to reach audiences without asking them to switch platforms. Why are Instagram Reels trending on Google?
Instagram Reels are trending as users search for updates on a reported new feature that could allow videos of up to 90 minutes, similar to YouTube. Instagram head Adam Mosseri has reportedly shared details about the update, sparking curiosity among users and creators. The move could signal Instagram’s growing focus on longer-form video content
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