Instagram is expanding its video strategy with a new format called Features, designed to support longer, widescreen videos. The Meta-owned platform has started testing the format with a limited group as it looks to broaden its appeal beyond short-form content and compete more directly with YouTube in the online video market.
The move signals Instagram’s growing interest in longer video experiences, an area where YouTube has built a strong presence through creator-led content, entertainment, tutorials, interviews and other formats. By introducing Features, Instagram could give creators another way to publish content beyond the vertical videos commonly associated with Reels.
Instagram Looks Beyond Short-Form Content
Instagram has built much of its video engagement around Reels, which focuses on short, vertical videos designed for quick consumption and discovery. The introduction of Features points towards a broader approach to video content, potentially giving creators more flexibility in how they produce and distribute their work.
Longer, widescreen videos could support interviews, documentaries, detailed explainers, entertainment programmes and other content that benefits from a landscape viewing experience. The format could also help Instagram attract creators who want to distribute longer videos without relying exclusively on platforms dedicated to long-form content.
The exact duration limits, availability and monetisation options for Features have not been fully established in the information currently available.
YouTube Faces Competition for Creator Attention
YouTube remains a major destination for long-form videos, supported by its established creator ecosystem, advertising model and availability across smartphones, computers and television screens. Instagram’s latest experiment indicates that Meta is exploring additional ways to compete for creators, audiences and viewing time.
The expansion of video consumption across connected TVs and other large-screen devices has created new opportunities for platforms to move beyond mobile-first viewing. A widescreen format could help Instagram adapt its content offering to different viewing environments while giving creators another distribution channel.
For creators, the development could open up additional ways to reach audiences across platforms. Brands and advertisers could also benefit from more options for video campaigns, depending on how Instagram develops advertising and monetisation support for the format.
A Wider Battle for the Video Market
Instagram’s challenge will be to make longer videos a natural part of its existing experience without weakening the appeal of Reels and Stories. Creator adoption, content discovery, audience engagement and monetisation opportunities will be important factors in determining whether Features gains traction.
YouTube already has an established position in long-form video, making it difficult for a new format to compete on content variety and creator earnings alone. Instagram, however, has an existing user base and creator network that could help it encourage adoption if the new format offers meaningful benefits.
For now, Features remains in testing, and its broader rollout and final capabilities remain uncertain. Nevertheless, the move highlights the intensifying competition among digital platforms to capture more video consumption. Instagram’s expansion into longer, widescreen content could mark another step in its effort to challenge YouTube beyond the short-form video market.
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