Instagram takes on YouTube! 90-minute videos coming as Meta makes a big move

The Meta-owned platform is testing a new format called 'Features', which will allow selected creators to publish longer videos.

The rollout began with creators in Brazil and is expanding to select creators in the United States.

Instagram head Adam Mosseri recently shared a Reel featuring a 'Watch full video' option, which redirects viewers to the longer version of the content.

In the video, Mosseri said that although he had initially been opposed to the idea of long-form videos on Instagram, several factors had prompted him to reconsider his position.

Why Instagram is embracing long-form videos

Explaining the rationale behind the move, Tessa Lyons, Vice President of Product at Instagram, said the platform wanted to serve creators who were expanding beyond Reels and producing longer videos.

"We also see so many creators are producing longer videos, and they're using clips of those videos to drive discovery on Reels and help build their audience," Lyons said.

She added that Instagram wanted to better serve these creators while responding to changing viewing habits.

According to Lyons, audiences increasingly watch videos together, both online and in person, including on television screens.

The new format could help creators use short clips to attract viewers before directing them to full-length content, potentially giving them another way to build audiences and retain viewers.

Adam Mosseri wants short and long videos to coexist

Mosseri said Instagram wanted to ensure that the introduction of longer videos would not weaken the social interactions that have traditionally defined the platform.

"Historically, one of my concerns has been, how do we make sure that we keep Instagram not just about entertainment, but about connecting with friends," he said.

He explained that watching a video for 10, 20 or 30 minutes could mean users spend less time engaging with Reels, photos and carousels that they might otherwise share with friends.

This could result in fewer likes, shares and messages, potentially affecting the interactions that help sustain relationships on the platform.

Mosseri said his team was working to make short- and long-form videos "symbiotic", particularly for content such as podcasts and comedy specials.

The approach suggests Instagram wants to expand its entertainment offerings without abandoning its original emphasis on social connections.

What does this mean for YouTube?

Instagram's move could intensify competition with YouTube, which has established itself as a major destination for long-form videos, podcasts, interviews, documentaries and other creator-led content.

YouTube has traditionally offered creators an environment for publishing full-length videos, while Instagram has focused heavily on short, mobile-friendly content through Reels.

By allowing longer horizontal videos, Instagram could give creators an additional reason to publish more of their content directly on the platform rather than relying exclusively on YouTube for full-length uploads.

The integration of short clips with longer videos could also help Instagram compete for audience attention. Creators could use Reels to attract new viewers and direct them to complete interviews, podcast episodes or comedy programmes.

However, the success of the initiative will depend on factors beyond video duration, including recommendation algorithms, monetisation opportunities, audience retention and the ease with which creators can build sustainable businesses.

YouTube already has an established ecosystem for long-form viewing, including television screens, subscriptions and creator monetisation. Instagram will need to demonstrate that its new format can offer comparable value to both creators and viewers.

A broader shift in Instagram's video strategy

The experiment reflects Instagram's continuing evolution from a photo-sharing application into a broader platform for entertainment, discovery and social interaction.

The challenge for Meta will be to accommodate longer viewing sessions without allowing them to overshadow the short-form content and personal connections that remain central to Instagram's identity.

For creators, the format could provide another avenue to distribute content and reach audiences across different viewing habits. For YouTube, it represents a potential competitive challenge, although the extent of any impact will become clearer only after the feature expands and audience adoption can be assessed.