Instagram Goes Big: Testing 90-Minute Horizontal Videos
Instagram is testing 90-minute horizontal videos to attract podcasters and comedians, linking long-form content directly to short Reels.
In a bold move to challenge the dominance of long-form video platforms, Instagram is expanding its horizons. The social media giant has announced that it is currently testing Instagram long-form videos with lengths of up to 90 minutes, specifically designed in a horizontal format to cater to a new breed of digital entertainment.
Bridging the Gap: From Reels to Full-Length Features
The new initiative, dubbed "Features," is strategically aimed at creators who produce deeper content, such as podcasters, comedians, and long-form storytellers. The core of this strategy lies in the synergy between short-form and long-form content.
Currently, Instagram is famous for its Reels, which typically clock in at three minutes or less. Under the new system, creators can use these bite-sized clips as "hooks." Viewers who are intrigued by a Reel can simply click a link to dive straight into the full-length video.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature,” explained Tessa Lyons, VP of Product at Instagram.
Global Testing and Creator Partnerships
While the platform has already conducted tests with creators in Brazil, the focus has now shifted to the United States. Instagram plans to scale this experiment to tens of thousands of U.S.-based creators.
The initial wave of creators participating in this test includes a diverse range of personalities:
- Emma Grede: Skims co-founder and podcast host.
- Monet McMichael: A prominent voice in beauty and fashion.
- Preston Rakovsky: Known for his street interviews with New Yorkers regarding love and relationships.
- Donald De La Haye: A specialist in football content.
Beyond the Smartphone: The Move to the Big Screen
Instagram isn't just stopping at mobile devices. The company is eyeing a larger presence in the living room. The goal is to seamlessly transition the viewing experience from the phone to Instagram for TV.
Having already launched partnerships with Samsung, Fire TV, and Google TV last year, the platform is now expanding its reach to Apple TV in the U.S. This transition signals Instagram's intent to move beyond a simple social networking app and establish itself as a serious player in the broader entertainment landscape.
Discovery and Reach
To ensure these long-form videos don't get lost in the shuffle, Instagram will integrate them into the platform's discovery mechanisms. These videos will be recommended to users via the Explore page and other high-traffic areas of the app, ensuring that long-form creators get the visibility they need to grow their audience.