Instagram is testing a feature called Feature, which allows creators to upload horizontal videos of up to 90 minutes. We’ve been predicting for years when the social network would make a clear effort to compete more directly with YouTube, and this development appears to be a clear shift toward that reality. We tell you all the details.
From Snapchat to YouTube. Instagram has been heavily “inspired” by its competitors. He added the story after the function brought by Snapchat. It also brought with its reels a short vertical video format that TikTok was able to popularize, transforming social networks into something more immediate and addictive.
There has already been some reaction to trying something similar to YouTube offering mid-length horizontal videos However, the company now wants to redouble its efforts to ensure that its content creators don’t abandon the platform in any sense, and that involves addressing, once and for all, long-term horizontal videos.
Instagram product manager Tessa Lyons said in a video announcement that Reels will remain a core part of the app, but people should “be able to go deeper with the creators they love without Instagram.”
How it works. The features will be tested with select manufacturers in the US starting Monday, following earlier tests in Brazil. Instagram plans to expand this to hundreds of thousands of American creators, The Hollywood Reporter reports, and videos will also be recommended in places like the app’s Explore tab. Then, with the “Clips as Reel” feature, creators can trim short clips from a longer video and publish them as a reel.
Users can save that long video and send it to the new Instagram TV app.
mixed feelings. Instagram CEO Adam Mosseri admits he hasn’t always supported the movement. Mosseri opposed this lengthy format, in part, because it could leave the interactions between friends that the app relies on in the background. Instagram has tried this before with IGTV, but it didn’t go very well.
What’s changed now are audiences and screens, as Netflix-style streaming services and companies add creator videos and podcasts to their platforms, and Instagram sees the living room as the natural home for this content.
persuasion the tv. There are versions of Instagram for TVs. Last year it was launched on Samsung, Fire TV and Google TV. Right now it’s also out for Apple TV. Instagram is also testing Series, a space on creators’ profiles so they can launch episodic reels (many of them full of AI content) after the rise of microdramas. The company plans to test the format in more countries and bring it to the U.S. later this year or early next year, according to The Hollywood Reporter. Along with this, they are also working on a function that allows people to use their phone as a remote control for the TV.
Cover image Instagram
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