Overview
- Instagram began a limited U.S. test of its new format called Features that allows select creators to upload horizontal videos up to 90 minutes in length.
- The product is designed so short Reels clips can link viewers straight into a full Feature, letting creators use up to eight clips to drive discovery of a single long video.
- Instagram has expanded its TV presence to include Apple TV and is surfacing Features in Explore and other discovery areas to encourage living-room viewing.
- Early participants named in the test include Emma Grede, Monet McMichael, Preston Rakovsky and Donald De La Haye, and Instagram says it paid some test creators while it experiments with deals.
- Instagram is not offering a YouTube-style ad revenue share for Features now and is exploring performance incentives, brand-deal support and phased rollouts after earlier trials in Brazil and other markets, a gap that could limit adoption by established creators.