Meta-owned Instagram is significantly expanding its video capabilities by testing a new long-form format, directly challenging YouTube's long-held dominance in the space. The platform is now exploring videos up to 90 minutes in length, opening doors for creators to publish full-length podcasts, interviews, and detailed explainers traditionally reserved for YouTube.
Instagram's Strategic Shift to Long-Form
Known internally as 'Features,' this new format is part of Instagram's broader strategy to integrate short-form discovery with extended viewing sessions. The platform is also testing 'Clips as Reels,' which allows creators to convert segments of longer videos into short, engaging Reels that then direct viewers to the full-length content on Instagram itself. This aims to prevent users from leaving the app to consume longer content elsewhere.
Instagram head Adam Mosseri previously expressed reservations about long-form video on the platform. However, the company's current exploration indicates a clear shift, focusing on how short and long-form content can complement each other within the Instagram ecosystem. The 'Features' test began with select creators in Brazil and is gradually expanding to a small group in the US, with availability for Indian creators still unconfirmed.
Monetization: YouTube's Key Advantage
While Instagram's move signals stronger competition for audience attention, YouTube retains a significant advantage in creator monetization. YouTube's Partner Programme offers eligible creators a clear revenue-sharing model, where they receive 55% of net advertising revenue from eligible watch-page videos. This provides a direct and established income stream for creators.
In contrast, Instagram's monetization for creators heavily relies on brand partnerships, subscriptions, 'Gifts,' and limited performance-based incentives. Meta has yet to announce a long-term monetization model for its new long-form 'Features.' A Meta spokesperson indicated that it's too early to confirm a direct advertising revenue share for these longer videos, stating the company is exploring various earning avenues for creators.
Advice for Indian Creators
For Indian creators, Instagram's long-form video push presents an opportunity for experimentation rather than an immediate reason to abandon YouTube. Given that 'Features' is still in testing and its monetization model remains unconfirmed, creators should first verify their access to the format before fundamentally altering their content strategy.
Content creators specializing in technology reviews, educational content, or interviews can continue using YouTube as their primary platform for full-length videos, leveraging Instagram Reels for shorter highlights to drive discovery. Should 'Features' become available, testing how these clips translate into longer viewing sessions on Instagram would be prudent. Tracking metrics beyond mere views, such as watch time, audience retention, and shares, will be crucial. Ultimately, until a direct payment model is confirmed, Instagram's 90-minute format is best viewed as a potential audience-building tool rather than a guaranteed source of income.
Will YouTube Be Worried?
Instagram's expansion into long-form video undoubtedly intensifies competition for viewers, creators, and advertising budgets. However, YouTube's established search discovery, ingrained long-form viewing habits, and robust creator payment system remain substantial strengths. Instagram's ability to become a formidable competitor hinges on two key factors: successfully linking Reels discovery with sustained long-form viewing and introducing a compelling, transparent creator payment model comparable to YouTube's.