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Instagram Tests 'Features' Long-Form Videos, but Missing YouTube's ad Share for Now
The test links Reels to full episodes and targets podcasters and comedians, as Instagram seeks more viewing time without YouTube-style revenue sharing.
- Starting Monday, Instagram launched a test of Features, a horizontal video format supporting clips up to 90 minutes long with select US-only creators and participants in Brazil.
- Head of Instagram Adam Mosseri and product chief Tessa Lyons, previously resistant to long-form video, now view the format as "symbiotic" with Reels, aiming to transition users to full podcasts.
- The company is optimizing Features for Apple TVs, Google TVs, Samsung TVs, and Amazon Fire; YouTube offers creators 55 percent of ad revenue, but Instagram has not announced a similar revenue-sharing program.
- Early testers include podcast host Emma Grede and creator Monet McMichael, who can carry existing ad deals to the platform with no exclusivity requirements for content posted elsewhere like Netflix.
- Meta remains "very committed to it long term," though Head of Instagram Adam Mosseri noted the initiative will "take some time to get right," with plans to expand the test to more countries in coming months.
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19 Articles
19 Articles
Instagram reported that it has begun to test the format of horizontal video viewing, a movement to compete with YouTube's hegemony.
·Madrid, Spain
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Coverage Details
Total News Sources19
Leaning Left6Leaning Right1Center6Last UpdatedBias Distribution46% Left, 46% Center
Bias Distribution
- 46% of the sources lean Left, 46% of the sources are Center
46% Center
L 46%
C 46%
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