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Instagram Just Changed Forever...

#Social Media Marketing
2026-11-02 12:0614 min read

Content Introduction
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The script explains Instagram’s major shift toward long-form video, introducing a new feature that lets creators upload videos up to 90 minutes and, in testing, combine up to eight short clips into one longer video. It contrasts this with Instagram’s past rejection of long-form content and IGTV, and explores why the company may be moving closer to YouTube: capturing TV-based viewing, expanding its TV app, and competing for creator attention. The speaker also raises key concerns about discoverability, user behavior, and especially monetization, noting that Instagram lacks a clear ad revenue-sharing model for long videos. Overall, it suggests creators should experiment with the new feature but not abandon YouTube, since great content and strong monetization remain essential.

Key Information

  • Instagram has introduced a major update that lets creators upload long-form videos up to 90 minutes, marking a shift toward competing with YouTube.
  • The new format, called 'features,' is designed for longer horizontal content such as podcasts, interviews, vlogs, tutorials, and comedy specials.
  • Instagram previously experimented with long-form video through IGTV in 2018, but this new approach is presented as fundamentally different because it creates a full long-form experience.
  • A key feature in testing allows creators to combine up to eight short video pieces into one longer video, making it possible to assemble long content from Reels-like segments.
  • Instagram plans to promote these videos on the Explore page and in its TV app, including on platforms like Fire TV, Samsung, Google TV, and Apple TV.
  • The update reflects a strategic shift: Instagram once said long-form content would hurt social interaction, but now appears to be changing course because YouTube has become a major platform for TV and couch viewing.
  • Long-form content may help creators educate, tell stories, provide context, and build stronger relationships with audiences compared to short-form clips.
  • The feature is not yet available to everyone; Instagram is currently testing it with a limited group of creators in the U.S. and Brazil, with no full rollout date confirmed.
  • A major concern is monetization, since YouTube offers ad revenue sharing for long videos while Instagram has not announced a comparable program for longer content.
  • The speaker advises creators not to abandon YouTube, but to experiment with Instagram if they have access, repurpose content across both platforms, and use long-form videos to attract viewers who may later become customers.
  • Overall, the update is viewed as one of Instagram's most significant changes, with potential to make it a serious long-form competitor if it can solve discovery and monetization.

Timeline Analysis

Content Keywords

Instagram long-form video update

Instagram has introduced a major update that moves the platform toward long-form content, allowing creators to upload videos up to 90 minutes and experiment with a new long-video format designed to compete more directly with YouTube.

Instagram features

The new 'features' format is designed for longer horizontal videos such as podcasts, interviews, vlogs, tutorials, and comedy specials. It lets creators combine up to eight short clips into one long-form video and supports discovery through Explore and the TV app.

Instagram vs YouTube

The script explains why Instagram may be shifting strategy: YouTube dominates long-form viewing across phones and TVs, and Instagram appears to want a share of that audience by becoming a platform for both short- and long-form content.

Creator monetization

A major concern is monetization. YouTube already offers ad revenue sharing for long-form videos, while Instagram has not yet announced a comparable revenue-sharing model, which may limit creator adoption unless strong incentives are added.

Content strategy for creators

Creators are advised not to abandon YouTube, but to start experimenting with Instagram if they have access. The best strategy may be repurposing existing long-form content into multiple Instagram clips and using them to drive viewers to deeper content or products.

Instagram TV app expansion

Instagram is expanding its TV app to platforms like Fire TV, Samsung, Google TV, and Apple TV, signaling a push toward longer viewing sessions and a broader video ecosystem beyond mobile feeds.

Long-form content discovery

The update changes how viewers may discover content by connecting short clips to full-length videos on the same platform, giving creators a better chance to build relationships, provide context, and keep audiences engaged.

Related questions&answers

What is Instagram's massive new update about?

Instagram is taking a step toward long-form content by introducing a new video format designed for longer horizontal videos, including podcasts, interviews, vlogs, and tutorials.

How long can the new Instagram videos be?

Creators may be able to upload videos up to 90 minutes long.

What is the new Instagram video format called?

The new video format is called features.

How is this different from Instagram Reels?

Reels are short, vertical videos, while features are meant for longer horizontal videos and a more dedicated long-form viewing experience.

What kinds of content can be posted as features?

Content like podcasts, interviews, vlogs, tutorials, comedy specials, and other types of long-form videos can be posted.

Why is Instagram making this change now?

Instagram appears to be responding to the popularity of long-form video on YouTube and wants to compete for that audience and creator attention.

Did Instagram previously support long-form video?

Yes, Instagram experimented with long-form content before through IGTV, but that product was eventually abandoned.

Will long-form content still be available in the main Instagram feed?

Instagram is testing ways to let creators combine up to eight short clips into one long-form video, so viewers can discover long content more easily on the same platform.

How does this help creators?

Creators can use short content to get discovered and long-form content to build deeper relationships, provide context, tell stories, and show more personality.

Can creators combine short clips into one long video?

Yes, Instagram is testing a feature that lets creators combine up to eight short pieces of content into one long-form video.

When will the new feature be available to everyone?

It is not yet available to everyone. Instagram is currently testing it with a limited group of creators and expanding access gradually.

Which countries are currently testing the feature?

Testing is underway with creators in the United States and Brazil.

Will Instagram promote these videos more widely?

Instagram plans to feature these videos on the Explore page and in its TV app.

Why is Instagram expanding into TV apps?

Instagram wants to reach viewers who watch more video on TV and become a platform for both short- and long-form content.

Is Instagram trying to compete with YouTube?

Yes, this update could make Instagram a direct competitor to YouTube for long-form video and creator attention.

Does Instagram currently offer monetization for long-form videos?

No confirmed ad revenue sharing program for long-form videos has been announced yet.

Why is monetization important for creators?

Creators who already earn money on YouTube may not prioritize Instagram unless Instagram offers a strong monetization model.

Should creators stop posting on YouTube and move to Instagram?

No. YouTube already has an established audience and monetization system, so creators should not give it up.

Should creators experiment with Instagram long-form content?

Yes, if they have access, it may be worth experimenting because they can repurpose one piece of content across multiple platforms.

What should creators do if they make long-form content?

They should keep publishing on YouTube, experiment with Instagram if available, and repurpose content into multiple clips for discovery.

What are the biggest concerns with Instagram's new long-form push?

The biggest concerns are whether people will actually watch long videos on Instagram and whether creators will be able to monetize them effectively.

How can long-form content benefit creators beyond views?

Long-form videos can help creators build trust, educate viewers, tell better stories, and convert viewers into customers.

What is the main takeaway from Instagram's new update?

Instagram is trying to become a stronger long-form video platform, but success will depend on discovery, user behavior, and monetization.

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