Instagram announced on Monday that it is actively testing a new long-form upload format called "Features," which enables creators to publish videos up to 90 minutes long. The move signals a major strategic pivot for the Meta-owned platform away from purely short-form, vertical clips, positioning it to compete head-to-head with YouTube for creator attention and advertising revenue.
- Instagram Features Launch: Meta begins testing 90-minute video uploads called "Features" to shift beyond traditional short-form vertical feeds.
- Monetization Contrast: YouTube pays enrolled creators 55% of video ad revenue, having disbursed over $100 billion across four years.
- Platform Strategy: Instagram aims to expand beyond brand deals and fan subscriptions to address high creator-payout infrastructure costs.
What Are Instagram 'Features' and How Do They Work?
According to reporting by TechCrunch, the newly introduced "Features" format allows creators to upload video content running up to 90 minutes. For years, social platforms aggressively prioritized short-form vertical feeds like Reels, Stories, and TikTok-style formats. However, this structure limited creators' ability to publish comprehensive programming such as podcasts, documentaries, and long-form tutorials directly to Instagram.
By expanding video length to an hour and a half, Instagram creates direct structural parity with traditional desktop and television streaming environments. The platform is currently testing the feature with select creator accounts, evaluating user engagement, server infrastructure demand, and viewer retention across longer sessions.
Why Is Instagram Moving Away From Exclusively Short-Form Video?
Short-form vertical video defined social media throughout the early 2020s, but it remains notoriously difficult for platforms and creators to monetize sustainably. As outlined in the original TechCrunch coverage, creators on platforms like Instagram rarely earn predictable per-view revenue directly from the host service.
Instagram head Adam Mosseri addressed these monetization economics during an interview on the *Colin and Samir Show*, pointing out that creator revenue on Instagram currently relies heavily on third-party brand sponsorships or direct fan payments rather than platform revenue splits:
Because short clips offer fewer natural breaks for mid-roll advertisements, platforms struggle to turn short-form virality into self-sustaining creator payouts without running at an operational loss.
How Does Instagram's Model Compare to YouTube's Partner Program?
YouTube remains the creator industry benchmark due to its structured revenue-sharing architecture. Under the YouTube Partner Program, creators receive a 55% share of the advertising revenue generated directly from their long-form videos. This model has driven massive payouts; YouTube previously reported distributing more than $100 billion to creators, artists, and media companies over a single four-year span.
Until Instagram establishes a direct, scalable ad-revenue mechanism for its new 90-minute uploads, creators will likely treat "Features" as an alternative distribution channel rather than a replacement for their primary YouTube income.
What Are the Next Steps for Meta and Content Creators?
Instagram has not yet announced a full public rollout date for all global accounts. The test phase will determine whether Instagram users are willing to consume television-length programming on an app originally built around quick visual browsing.
Industry analysts cited by TechCrunch note that Instagram's success will depend on whether it pairs the longer video ceiling with an automated ad revenue-sharing system. Without direct monetization parity, YouTube's entrenched 55% payout structure will remain the preferred destination for full-length creator production.
Frequently Asked Questions
What is the maximum length of Instagram's new video format?
Under the "Features" test, eligible creators can upload videos lasting up to 90 minutes.
How do Instagram creators currently make money compared to YouTube creators?
Instagram creators make money primarily through brand deals and fan tools like subscriptions, whereas YouTube pays creators directly via a 55% share of video ad revenue through its Partner Program.
When will 90-minute video uploads be available to all Instagram users?
Meta has not announced a general availability timeline; the capability is currently being tested among select creator accounts.
