Instagram is adding a format called Features that allows videos up to 90 minutes, a direct move against YouTube that could change how businesses reach customers.
Instagram, owned by Meta, is now allowing videos up to 90 minutes long through a new format called Features. That is a big shift for an app known for quick clips. The move is aimed squarely at YouTube, the place most people go for long videos.
Until now, Instagram built its habits around fast scrolling. People flick past one short post after another. Features asks for something different: sit down and watch something that could run well over an hour. Inc. describes it as a direct shot at YouTube.
The open issue is whether people will go along. Instagram has spent years teaching its users to scroll quickly. Changing that habit may be harder than adding a new feature. Whether viewers will stay for long videos on the app is not yet known.
Business owners and anyone who posts online are the most likely to feel this. Long video on Instagram could become another place to reach customers. It could also become another demand on your time, since one more kind of content may be expected of you.
Those details were not in the material available, so it is too early to say whether Features will pull viewers away from YouTube.
Instagram now allows 90-minute videos, but there is no proof yet that viewers will watch them, so there is no rush to remake your content.
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