Instagram has launched a new feature allowing creators to upload horizontal videos of up to 90 minutes, as the social media platform looks to compete with YouTube for television audiences.
The feature, called Features, aims to help creators publish longer content on Instagram instead of directing viewers to other platforms. The move builds on Meta’s push to expand Instagram’s presence on television screens.
Instagram head Adam Mosseri said the company wants to strengthen its cultural relevance by reaching audiences wherever they watch content.
However, the platform faces challenges, including YouTube’s established presence on television and its creator revenue-sharing programme. Instagram currently relies mainly on brand sponsorships, while YouTube offers creators advertising revenue through its partner programme.
Instagram has not announced an advertising revenue-sharing programme for Features. Mosseri has acknowledged that the company needs to find ways to ensure creators receive sufficient value from publishing content on the platform.
The company is targeting creators who already have an audience on Instagram, rather than trying to persuade established YouTubers to switch platforms.
Instagram launched its TV app in the US last year, initially supporting Samsung, Fire TV and Google TV devices. The app is scheduled to launch on Apple TV this month, according to the report.
The success of Features will depend on whether Instagram can attract creators and offer them enough financial incentives to invest in long-form content.
