GoKawiilInstagram tests 90-minute video uploads called 'Features'
Instagram announced Monday it is testing a new upload format called 'Features' that lets creators post videos up to 90 minutes long, departing from its years-long focus on short-form vertical clips. Instagram head Adam Mosseri has previously said the platform mostly pays creators through brand deals rather than direct per-view payouts, unlike YouTube's ad-revenue sharing model.
GoKawiil's interpretation of the reporting above, not reported fact.
The move suggests Instagram may be trying to capture longer-form viewing and the advertising revenue that comes with it, an area where YouTube has dominated by sharing 55% of ad revenue with creators. Mosseri's comments indicate Meta currently loses money on performance-based payouts, so expanding into long-form video could be an attempt to build a more sustainable monetization model, though that remains speculative.
- Instagram is testing videos up to 90 minutes long, called 'Features.'
- This marks a reversal from the platform's prior emphasis on short-form content.
- Instagram currently relies mainly on brand deals for creator pay, unlike YouTube's ad-revenue split.
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Published there as: “Watch out, YouTube — Instagram goes from short-form to 90-minute videos”
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