Instagram has begun rolling out a new video format that will allow selected creators in the United States (US) to publish horizontal videos of up to 90 minutes, alongside other updates that include multi-episode series and changes to its TV app.
Instagram head Adam Mosseri revealed details of the new format, called Features, in a six-minute video with the platform’s Vice President (VP) of Product, Tessa Lyons.
The format targets podcasters, comedians and other creators who produce long-form content. Instagram will offer Features alongside Reels, allowing creators to share shorter clips that link viewers to full-length videos.
Lyons said that Instagram’s focus on creativity extended beyond short videos and carousel posts.
“Instagram is all about connecting people over creativity. And creativity is so much more than just short-form video or posting carousels,” she said.
The new format will allow viewers to move from a Reel to the complete video linked to it. This will let creators use short clips to direct audiences to their longer content, including full podcast episodes.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature,” Lyons said.
Mosseri also demonstrated the feature on his Instagram account.
Instagram has also introduced Series, a format that allows creators to publish videos across multiple episodes. The feature has reached some creators in the US, India and Mexico, with the platform expected to expand access to more countries.
Another update will bring live streams into the Reels feed. The integration will allow Instagram to recommend live broadcasts to users who do not follow the accounts hosting them.
The platform is also expanding Instagram for TV to Apple TV, following its introduction on Samsung and Amazon Fire TV devices.
Instagram plans to add more functions to its TV experience, including the ability for users to control the app through their phones and see what their friends are watching on television.
