Instagram decided to take a radical turn in its audiovisual consumption strategy and compete with YouTube Its last feature, called Features.
The meta platform, which in recent years has focused its development efforts on vertical format promotion through Reels to fend off TikTok’s progress, now shifts its focus with Long horizontal video.
The named feature, represents this new product One of the greatest evolutions of recent applications.
The tool is currently a Limited testing phaseOnly accessible to a select group of content creators in the US
The main novelty of this update lies in the breaking of the traditional time limit.
Features allow uploading horizontal videos with an extended duration which in some cases, May last up to 90 minutes Seamless playback.
This requires strategic action Retain builders within applications Who, till date, have used Instagram as a mere showcase to redirect traffic to other platforms
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Adam MosseriDirector of Instagram, confirmed the deployment of this new function.
“We are still in the early stages.And we’re testing and hearing feedback as we go. But we’re keen to give creators more space to tell their stories than what they’ve already created here,” the manager noted in an official release.
Designed for integration of features into a unified ecosystem of apps to be completely liquid.
Tessa Lyons, vice president of product, explains in a landscape video How will it work? Direct combination between short and long format.
The method is that the reels act as perfect entrance doors.
“What you can do now is, if you’re watching a clip from a podcast you like, you can click and Continue watching or watch the full videoAnd you’ll be able to dive in and see the whole thing because manufacturers will be able to link these reels to their core functions,” Lyon elaborated.
This opens a huge window for flexibility The video podcast industryA booming format that is a fundamental magnet to build audience loyalty and attract advertisers
Although these functions will initially be available on mobile devices, the medium-term strategic objective is to transfer this viewing experience to the big screen. Using the Instagram TV app.
With this expansion into users’ living rooms, Instagram isn’t just looking Stand out on YouTubeRather, it enters direct competition for audiovisual leisure time against established giants such as Spotify or Netflix.
