Introduction

Instagram is testing a major format shift, allowing creators to upload videos up to 90 minutes long—a significant departure from the short-form Reels that have defined the platform for years. The move signals a strategic effort to capture more viewing time and compete more directly with YouTube’s established creator monetization ecosystem.

What Happened

On Monday, Instagram announced it is testing a new video type called "Features," enabling uploads of up to 90 minutes. The change reverses years of aggressive short-form video push, even across platforms like LinkedIn, and represents a notable pivot for a platform built around quick, vertical content.

Why This Matters

YouTube’s monetization model remains far more straightforward: ads generate revenue, and creators in the Partner Program receive 55% of ad earnings. The platform has paid out over $100 billion to creators in just four years. Instagram, by contrast, has struggled to monetize short-form content effectively, with many creators treating their accounts as promotional funnels rather than direct revenue streams. If Meta introduces ads into longer Instagram videos, the platform could finally offer creators a viable alternative to YouTube.

Key Takeaways

  • Feature videos up to 90 minutes long are now being tested on Instagram.
  • The platform has historically prioritized short-form Reels, which are harder to monetize via ads.
  • YouTube’s ad-revenue share model continues to outperform Instagram’s current creator payout structure.
  • Meta says it is exploring performance-based incentives and brand deals, but no full ad model has been confirmed.
  • Clips as Reels will let creators trim long-form videos into shorter clips, linking back to the full version.

Conclusion

Instagram’s pivot toward longer-form content could reshape the social video landscape, but the success of the move hinges on whether Meta can build a sustainable ad model that rivals YouTube’s. For now, creators will have new tools to experiment with, and audiences will gain more flexibility in how they consume content—both on mobile and, eventually, on TV.