Instagram is testing horizontal videos of up to 90 minutes with select creators for long-form content like podcasts and comedy specials, marking its second major attempt following IGTV.
The rollout includes testing across mobile and TV apps with future monetization options.
This is the platform's second major effort at long-form videos, after IGTV, which was launched in 2018 and discontinued in 2022.
In a video they released, Instagram VP of product Tessa Lyons and CEO Adam Mosseri explained that the new feature was designed for content like specials and broadcasts. To watch a video in landscape mode, you need to tap the full-screen option, flip the screen to full-screen, and rotate your phone.
The platform's head admitted that he initially disagreed with the idea. His main concern was that longer videos would alienate users from short videos and photos. It is noted that the platform's short videos already support durations of up to 20 minutes.
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In the future, the company plans to test various features for the new format on mobile and TV, including content recommendations within the Instagram TV app.
As for the financial side, a spokesperson for parent company Meta said it's still too early to present a clear compensation plan. However, the company is looking at ways for creators to earn money from partnerships with companies, from their audience, and directly from the platform.
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