Instagram Launches 90-Minute Horizontal Videos to Directly Challenge YouTube
Meta introduces ‘Features’ and expands Smart TV app access, allowing creators to publish long-form content and podcasts without redirecting audiences off-platform.
Sandhya
Instagram is making a major push into long-form content with the rollout of “Features,” a new video format that allows creators to upload horizontal videos up to 90 minutes in length. The update marks a significant pivot for the platform, which has traditionally focused on short-form Reels, photos, and vertical video formats.
Historically, creators and media outlets used Instagram primarily to drive traffic to third-party platforms like YouTube for full-length podcasts, tutorials, and extended vlogs. By enabling landscape video uploads and allowing creators to link short-form Reels directly to full-length content, Instagram aims to eliminate viewer drop-off and retain users within its own ecosystem.
Key Capabilities of the New Format
- Extended Duration: Selected creators can now upload landscape videos lasting up to 90 minutes.
- Direct Reel-to-Video Linking: Short-form Reels can be embedded with direct links that route viewers straight to the complete video.
- Integrated Viewer Experience: Audiences can transition seamlessly from quick previews to long-form watch sessions within the app.
Expansion to Smart TV Screens
To complement the long-form format, Instagram is expanding its presence beyond smartphones and into the living room. The company is extending its TV app availability across major connected television platforms, including:
- Samsung Smart TVs
- Amazon Fire TV
- Google TV
- Apple TV (support currently expanding)
The move directly targets YouTube’s dominant share of streaming watch time on television screens, providing creators with a new venue for TV-focused content distribution.
Strategic Implications for Content Creators
For digital creators and publishers, the update reduces the need to split audiences across multiple platforms. Instead of directing followers elsewhere to watch complete episodes or in-depth coverage, creators can now build, monetize, and stream full-length content directly to their existing Instagram audience across both mobile devices and Smart TVs.
