Overview
- Instagram is testing Features, a new format that supports horizontal videos up to 90 minutes with a small group of creators in the U.S. and earlier trials in Brazil.
- Creators can cut short Reels from a Features upload so viewers can tap from a short clip to the full video, and Instagram is expanding casting and Apple TV support for living‑room viewing.
- Meta has not announced an ad revenue‑share for Features and says it is exploring performance incentives and other ways for creators to earn money.
- Creators have publicly criticized the lack of a clear payment plan, saying Instagram is asking them to upload long content without the ad revenue that YouTube traditionally shares.
- The move echoes Instagram’s failed IGTV push and could change where long‑form creators publish if Meta does not offer direct, sustainable payouts or other meaningful incentives.