The feature, known as “Features,” is designed to accommodate longer content, including podcasts, interviews and comedy shows, allowing users to watch full length videos without leaving Instagram for other platforms.
The company announced the test on Monday as it steps up efforts to attract audiences interested in longer videos. Instagram head Adam Mosseri, who previously expressed reservations about introducing long form content, said the company was now ready to explore the format for several reasons.
“For a long time, I have been against doing long form video on Instagram,” Mosseri said in a video featuring Tessa Lyons, the company’s vice president of product. “But we are actually going to lean in for a bunch of different reasons,” he added.
Lyons described the move as a new chapter in Instagram’s video development, saying the platform was beginning to explore more opportunities for creators to tell longer stories.
“It feels like a full circle moment that we’re here now talking about the beginning of our journey on the long form video,” she said.
Under the new arrangement, users who encounter short vertical clips in their feeds will be able to tap a prompt to watch the complete video in a horizontal format within the app.
The change could benefit podcasters and other video creators who currently use Instagram to promote their work before directing viewers to YouTube or podcast platforms for full episodes. With the new feature, creators could share complete programmes directly on Instagram, making it easier for audiences to access their content.
Mosseri explained that creators often cut longer videos into shorter clips to attract attention on social media before directing interested viewers elsewhere to watch the full version. Instagram hopes the new feature will reduce the need for that extra step.
Reports indicate that creators may also be able to connect up to eight short clips to a single long video, giving audiences several ways to discover full episodes through their feeds.
The feature was previously tested in Brazil and is now being extended to selected creators in the United States, according to reports. However, Instagram has yet to announce when it will be available to all users.
The company is also exploring other ways to expand its video offering. Its Instagram for TV service allows users to watch content on television devices, including Apple TV, Samsung, Amazon Fire TV and Google TV. Instagram is additionally testing a feature called “Series” to organise episodes of recurring programmes and exploring improved ways for users to discover livestreams.
These developments come as YouTube continues to attract audiences for video podcasts, interviews and other long form productions. Instagram’s latest move reflects its ambition to compete more directly in this market while retaining the social features that encourage users to discover and share content.
Lyons said the company wanted Instagram to become a leading destination for social entertainment by giving creators more ways to tell stories and helping audiences find content they enjoy.
Despite the expansion, Instagram has not announced a comprehensive payment system for long form video creators comparable to YouTube’s advertising revenue sharing programme. Building a sustainable income model for creators could therefore remain an important consideration as the platform develops the feature.
