Instagram Tests 90-Minute Videos to Win Podcasters From YouTube

Instagram Tests 90-Minute Videos to Win Podcasters From YouTube

Instagram has begun testing videos of up to 90 minutes with select creators in the United States, in its boldest move yet to win over podcasters, comedians and other long-form creators from YouTube. The new format, called Features, lets creators link a short Reel clip directly to the full-length video, so a viewer who discovers a podcast moment can keep watching the whole episode without leaving the app.

The test was announced on Monday and follows an earlier trial in Brazil. Instagram plans to expand it to tens of thousands of US creators, with the long videos also surfacing on the Explore page and other recommendation surfaces. Early participants include podcast host and Skims co-founder Emma Grede, beauty creator Monet McMichael, street-interview creator Preston Rakovsky and football creator Donald De La Haye.

The push goes beyond phones: Instagram for TV, already on Samsung, Fire TV and Google TV, is now expanding to Apple TV in the US. The timing matters because feeds are already full of short clips from podcasts and stand-up shows, and Instagram wants those clips to become doorways into full episodes. One catch for creators: Meta has not yet promised ad-revenue sharing on Features, unlike YouTube, where partner creators keep 55 percent of ad revenue.

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