Testing horizontal Features as episodic shows gain traction, Instagram is clearly jealous of YouTube, introducing a raft of changes
A push for longer videos
Instagram announced the changes on Monday, including a test of horizontal video called Features. The new tools are intended to make the platform more appealing for longer programs and their audiences.
Top executive Adam Mosseri said Instagram wants to remain culturally relevant by appearing where people are. YouTube’s popularity on TV screens and interest in recurring, Instagram-native shows are part of the backdrop.
Keeping shows on Instagram
Subway Takes, hosted by Kareem Rahma, illustrates both Instagram’s appeal and its limits. The interview series began in 2023 in short form, then added longer cuts on YouTube and Tubi.
Rahma’s show still has its largest audience on Instagram, with 2.4 million followers. Instagram wants viewers to watch longer versions there rather than leave for other services, which could preserve user engagement and advertising revenue.
Features still missing
Instagram has pursued long-form video before. It launched IGTV in 2018, later introduced a creator payment program for those videos, and discontinued the separate app four years after its launch as its video efforts shifted to Reels.
The current offering does not let viewers keep watching while scrolling or use picture-in-picture while opening other apps. Automated transcripts and subtitles are also not yet available; a Meta spokesperson told Business Insider that the company plans to add them.
Creator payments remain uncertain
Mosseri told creators Colin Rosenblum and Samir Chaudry that Instagram is considering tests of pre-roll and mid-roll ads that could involve revenue sharing. He said earlier efforts to build a system comparable to YouTube’s Partner Program did not benefit Instagram.
Mosseri said those past broad revenue-sharing efforts cost far more than they returned, while creators generally did not make more content and the work they did produce tended to be lower quality. He said Instagram still needs to work out longer-form video payments and would be willing to expand incentives if they break even.
Key points
- Instagram is testing horizontal long-form videos called Features.
- Subway Takes has 2.4 million Instagram followers, its largest audience on any platform.
- Picture-in-picture viewing and automated transcripts are not yet available.
- Instagram is considering ad tests that could include revenue sharing.