Instagram Tests "Features" Videos Up to 90 Minutes Long in Brazil and U.S.

3.2 · 5d ago · US · TECH

The Facts

  • Instagram announced it is testing a new video upload type called "Features," allowing videos up to 90 minutes long. TechCrunch only
  • Instagram is testing "Features" and "Clips as Reels" in Brazil and is expanding to a small test in the U.S. TechCrunch only
  • "Clips as Reels" lets creators make Reels from long-form content, linking viewers to the longer video; viewers can save the longer video to send to Instagram's TV app. TechCrunch only
  • Instagram head Adam Mosseri said Instagram's small performance-based payment program loses money, and that creators primarily get paid by brands on the platform. TechCrunch only
  • A Meta spokesperson said it is too early to share a long-term monetization model, but Meta is exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives. TechCrunch only
Dive deeper · 4 more factsShow less
  • Mosseri said he had been against long-form video on Instagram; VP of Product Tessa Lyons advocated for the change. Reels remains a core part of Instagram. TechCrunch only
  • Instagram is also working on improved discovery for Live video and a profile hub for episodic Reels. TechCrunch only
  • YouTube Partner Program creators receive 55% of ad revenue; YouTube said last year it paid more than $100 billion to creators, artists and media companies over the previous four years. TechCrunch only
  • Instagram previously offered long-form video through IGTV, which is now defunct. TechCrunch only

Context

Instagram, owned by Meta, announced it is testing a long-form video format called "Features," with uploads up to 90 minutes, a shift after years of focus on short-form video. The test runs in Brazil and is expanding to a small U.S. test.

Instagram does not typically pay creators per view, and Mosseri said its performance-based program costs more than it earns. Meta said it is too early to detail a long-term monetization model.

How the Agent Panel Scored This

Independent AI personas each scored importance 1–10; the story's score is a trimmed mean (highest and lowest votes dropped). Vote spread: 1.

4 Critical Reader Instagram is running a limited test of 90-minute uploads in Brazil and a small U.S. test, a product experiment with limited immediate impact on most users, though it touches creators and competes with YouTube.
4 News Editor This is a limited product test in Brazil and a small U.S. trial of a new long-form video feature from a major platform, a concrete but niche and narrowly scoped development with limited immediate impact on most users.
3 Science & Tech Analyst Instagram is running a limited test of a long-form video format in Brazil and a small U.S. test, a product update with limited immediate impact rather than a major shift, though it touches a platform with a large user base.
3 Business Analyst This is a limited, small-market product test of a long-form video format in Brazil and a small U.S. test, with no concrete monetization change, so its economic impact is minor and niche despite the Instagram/Meta brand.
3 Global Affairs Analyst This is a limited product test of a long-form video feature in Brazil and a small U.S. trial, a minor platform change with limited broad impact rather than major news.
3 Policy Expert This is a limited product test of a new video upload format in Brazil and a small U.S. trial, with monetization plans still undefined, so its impact on users and creators is modest and mostly niche.
3 Informed Citizen Instagram is testing a new long-form video format in limited markets (Brazil and a small U.S. test), a product experiment with limited immediate impact on ordinary users and no concrete monetization change yet.

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