Instagram has begun testing a new video upload feature called "Features," which allows creators to share videos up to 90 minutes in length. This marks a significant change from Instagram's recent emphasis on short-form vertical videos, such as Reels, and signals a strategic pivot toward longer content.

The move aims to provide creators with more opportunities to engage audiences on Instagram without directing them to other platforms like YouTube, which has long been the preferred destination for monetizable long-form video content. YouTubeā€™s Partner Program offers creators a straightforward revenue model, sharing 55% of ad revenue generated from their videos, and has paid out over $100 billion in the past four years.

Instagram, owned by Meta, currently offers limited direct monetization options for creators, primarily relying on brand partnerships and fan subscriptions. Metaā€™s head of Instagram, Adam Mosseri, acknowledged that Instagramā€™s existing performance-based monetization programs are small and costly to scale.

By reintroducing longer video formatsā€”similar to the discontinued IGTVā€”and potentially integrating ads, Instagram could enhance monetization opportunities for creators. A Meta spokesperson indicated the company is exploring multiple revenue streams, including performance-based incentives, but did not provide specific details on future monetization models.

Instagram is also testing "Clips as Reels," a feature that allows creators to generate short Reels from their longer videos, linking viewers to the full content. This approach aims to create a symbiotic relationship between short- and long-form videos, keeping users engaged within the Instagram ecosystem.

Currently, these features are being tested in Brazil and are expanding to a limited audience in the U.S. Instagram is also developing improved discovery tools for Live videos and a dedicated hub for episodic Reels, which will enable creators to publish connected video series.

Mosseri emphasized Instagramā€™s commitment to supporting diverse video formats across mobile and TV apps, signaling a long-term investment in evolving the platformā€™s video capabilities to better compete with YouTube and other video-centric services.