YouTube has ruled long-form video practically unchallenged. Now Instagram wants a seat at the table. Instagram is coming for YouTube’s crown with long-form videos.
The new format connects short Reels to full-length videos, potentially positioning Instagram as a serious YouTube competitor. Instagram’s massive audience gives it an advantage, but matching YouTube’s creator monetization remains a challenge. That hilarious podcast clip in your Reels feed has one awkward ending: the rest is on YouTube.
Instagram wants to rewrite that ending, and Google’s video giant might finally have a rival with the audience to make it interesting. Instagram is testing Features, a format for horizontal videos up to 90 minutes long. Following an earlier trial in Brazil, select US creators can now experiment with full-length podcasts, comedy specials, and other long-form content.
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