Overview
- Instagram is testing a new long‑form format called Features that accepts horizontal videos up to 90 minutes and is live with a small group of creators in the U.S. after earlier trials in Brazil.
- Creators can cut short Clips as Reels that link viewers to the full Features video, and Instagram added phone‑saving, casting to TVs, and Apple TV support to make living‑room viewing easier.
- The company has not set an ad revenue‑share for Features and says it is exploring performance‑based incentives and other payment options rather than promising YouTube‑style ad payouts.
- Many creators publicly criticized the lack of a clear monetization plan, saying Instagram is asking them to supply long content without admitting how they will earn stable income.
- The effort revives Instagram’s long‑form push after IGTV failed in 2018–2022, and it could shift more viewing to connected TVs while forcing creators to weigh reach against unclear pay and platform control.