Instagram is testing a new upload feature called "Features" that would let creators post videos as long as 90 minutes, marking a notable shift for a platform long centered on short-form content. Instagram chief Adam Mosseri said the move is meant to help users engage more deeply with creators they like. A Meta spokesperson said it is still too early to define a long-term monetization model, but the company is exploring ways for creators to earn through brands, fans, and Instagram itself, including performance-based incentives. Mosseri also said he had previously opposed bringing long-form video to Instagram, but was eventually persuaded by Vice President of Product Tessa Lyons. At the same time, Instagram is testing "Clips as Reels," which would let creators turn segments from longer videos into Reels and direct viewers back to the full version. The report also contrasts Instagram's efforts with YouTube's more established monetization system, under which creators receive 55% of video ad revenue. YouTube said last year that it had paid more than $100 billion to creators, artists, and media companies over the previous four years.
Instagram is testing a new video upload feature called "Features" that would allow creators to publish videos up to 90 minutes long.
Adam Mosseri, the head of Instagram, said the test is designed to let users engage more deeply with creators they enjoy on the platform.
A Meta spokesperson said it is too early to talk about a long-term monetization model, but the company is exploring ways for creators to make money through brands, fans, and Instagram itself, including performance-based incentives.
A shift away from Instagram's short-form focus
Instagram has long been built around short-form video, and the move into longer uploads stands out as a significant strategic change. Mosseri said he had previously opposed bringing long-form video to Instagram, but was eventually convinced by Tessa Lyons, the company's vice president of product.
Instagram is also testing a feature called "Clips as Reels," which would let creators cut Reels from their longer videos and send viewers to the full-length version.
YouTube still has the clearer monetization model
YouTube's system remains more straightforward. Under its partner program, creators receive 55% of ad revenue from their videos. The platform said last year that it had paid more than $100 billion to creators, artists, and media companies over the previous four years.
The report said Instagram and TikTok have both struggled to replicate YouTube's monetization model in short-form content.
The information was reported by TechCrunch and summarized by Techub.
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