Instagram takes on YouTube with new longform widescreen videos
Instagram is rolling out 'Features' for longform horizontal videos, entering a direct race with YouTube through initial tests in the US and Brazil.
Stock photo for illustration only, not from the actual event
- Instagram introduces a new longform horizontal video format called "Features".
- Adam Mosseri previously resisted longform content due to concerns over peer connections.
- The platform aims to make shortform and longform videos work together symbiotically.
- TV apps and new creator tools are currently being tested in the US and Brazil.
Instagram is making a major push into longform horizontal video by introducing a new format dubbed "Features," setting the stage to challenge major video platforms like YouTube. The strategic update was detailed in a video discussion between Instagram head Adam Mosseri and VP of product Tessa Lyons.
During the six-and-a-half-minute discussion, Mosseri noted that he had been against incorporating longform video onto the platform for quite some time. His primary concern centered on maintaining Instagram's core identity as a place to connect with friends rather than a pure entertainment hub, noting that longform viewing might replace Reels, photos, and carousels that users typically share directly with peers.
Stock photo for illustration only, not from the actual event
Despite past hesitations, the product team is now working to ensure shortform and longform video formats operate in a symbiotic manner. Concepts like podcasts or comedy specials can exist as extended full-length videos while simultaneously being chopped into bite-sized clips. This evolution follows the late-last-year launch of Instagram's TV app, which debuted on Amazon Fire TV in the US before expanding to Google TVs, Samsung TVs, and Apple TV, alongside earlier integrations like Stories playback.
This strategic expansion into widescreen longform content highlights Instagram's determination to capture a larger share of user viewing hours traditionally dominated by YouTube and dedicated streaming services. Balancing a social network rooted in interpersonal connection with passive longform entertainment presents a complex UX challenge that could reshape user engagement across the ecosystem.
"One of my concerns has been, how do we make sure that we keep Instagram not just about entertainment, but about connecting with friends."
Adam Mosseri
According to Instagram spokesperson Megan Buckley, "Features" is currently expanding to the US via a small-scale trial alongside creator testing in Brazil. Furthermore, Instagram is trialing supplementary video capabilities, including teaser clips pointing to extended videos, tools enabling creators to bundle Reels into structured series, and discovery enhancements for live video broadcasts.
Source: The Verge
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