Baku:Instagram is testing a long-form video format allowing creators to upload horizontal videos up to 90 minutes. This marks a strategic shift as the platform aims to engage audiences with longer content beyond its traditional short-form video focus.

According to Qatar News Agency, the new format, called "Features," targets podcasters, comedians, and other creators producing full-length programs and shows. Instagram head Adam Mosseri, alongside Tessa Lyons, the platform's vice president of product, announced the test in a video.

The test is currently underway with a select group of creators in Brazil and is being expanded to chosen creators in the United States. Instagram plans to extend this trial to tens of thousands of creators across the United States and other markets.

"Features" is designed to complement, not replace, Instagram's short-form, vertical Reels. Creators will have the ability to link Reels to full-length videos, enabling viewers to transition directly from a clip to the complete program. Additionally, Instagram is testing tools for creators to convert segments of these longer videos into Reels.

The longer videos are set to appear in users' feeds, on the Explore page, and on Instagram's TV app, enhancing the format's reach beyond mobile devices. The platform is also experimenting with a feature allowing creators to group related Reels into episodic series.

This development positions Instagram in closer competition with YouTube, particularly in attracting audiences for podcasts, comedy specials, and other creator-driven content. It also aligns with the company's broader strategy to expand video viewing on television screens.