According to The Hollywood Reporter, Instagram today began testing a new long-form horizontal video format with select creators in the U.S. Here are the details. Instagram takes on YouTube with new 90-minute horizontal video format.
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Instagram is experimenting with longform video again. Instagram wants you to watch 90-minute videos on your TV.
Big Tech Meta Instagram wants you to watch 90-minute videos on your TV The company is experimenting with longform video again. The company is testing a new horizontal video format called "features" that supports clips up to 90 minutes long, and introducing a handful of other features meant to draw more users to this type of content.
For now, only a few creators that have struck individual deals with Meta will be able to create longform content for the platform. The company is currently targeting comedians and podcasters, according to The Hollywood Reporter.
The horizontal videos will be viewable in the Instagram app, but the company is hoping the new format will push people to its dedicated TV apps as well. In a video, Instagram chief Adam Mosseri said that one of his concerns with enabling longer videos was that it could cannibalize engagement with the shortform content users currently consume.
But he said he hoped the longer videos would end up being "symbiotic" with the shorter content. For example, people who watch a few clips from a podcast or comedy special as Reels may want to watch the full episode on their TV.
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