The competition for online video audiences is entering a new phase as social media platforms look beyond short clips to attract viewers who want longer content. Instagram is making a move in that direction with a new video format that allows selected creators to upload videos lasting up to 90 minutes.
The feature, called Features, is designed for content such as podcasts, interviews, vlogs and comedy programmes. It has been tested with selected creators in Brazil and is now being introduced to a small group in the United States. The development could give creators another way to publish full length content without sending their audiences to other platforms. Short form videos have become a major part of social media, helping creators attract audiences through brief, engaging clips. However, longer videos allow creators to explore subjects in greater detail and develop stronger connections with their viewers.
The new format is intended to make short and long videos work together. For example, a creator could publish a short Reel from a podcast and direct interested viewers to the full episode on the same platform.This approach could benefit podcasters, interviewers, comedians and digital publishers who want to reach audiences with different viewing preferences.
YouTube has established itself as a major destination for long form videos, including interviews, podcasts and creator-led entertainment. Instagram’s move could bring the two platforms into closer competition for viewers and creators. Keeping audiences on one platform for both short clips and full length videos could help Instagram increase viewing time.
However, the company has attempted to expand into longer videos before. Its IGTV service, launched in 2018, was discontinued in 2022. This time, Instagram is integrating the new format into its existing platform rather than requiring users to visit a separate video application.
Whether the strategy succeeds will depend on audience interest, creator participation and how easily users can discover longer videos. Expanding video options does not automatically guarantee better earnings for creators.
YouTube offers eligible creators a share of advertising revenue from their videos. Instagram, however, has not announced a comparable advertising revenue sharing model specifically for Features.
The company says it is exploring ways for creators to earn through brands, fans and Instagram itself. For now, creators may need to rely on existing sponsorship agreements and other monetization opportunities while the platform develops its approach.Established creators with brand partnerships may find the format useful, while smaller creators may want clearer earning opportunities before committing to more expensive productions. For Nigerian podcasters, comedians, interviewers and digital publishers, the development is worth watching.
Creators who already produce long-form videos could eventually have another channel for reaching audiences. They could also use short clips to attract viewers to full interviews, discussions and entertainment programs. However, the feature remains in testing, and wider availability has not been confirmed. Nigerian creators should not assume they can already access it.
The development highlights a broader question for the creator economy: as platforms expand beyond short videos. For now, Instagram’s challenge is to convince creators that publishing longer videos on the platform is worth their time, while giving viewers a reason to stay.