Instagram tests ‘Features’ long-form videos, but missing YouTube’s ad share for now

9to5google.com Oct 27, 2026

Instagram tests ‘Features’ long-form videos, but missing YouTube’s ad share for now

Curated by Shubham · TechCapsules · Oct 27, 2026

AI-summarised brief · reviewed before publication

Instagram has introduced “Features,” a new long‑form, horizontal video format aimed at rivaling YouTube. The launch, announced by head Adam Mosseri and VP Tessa Lyons, positions Features as an extension of Reels, allowing creators to build audiences with short clips before delivering longer content. Initially available only in the U.S., the platform will honor existing creator ad deals but offers no ad‑sharing program comparable to YouTube’s. The move reflects Instagram’s push to diversify content while addressing creator monetization concerns.

💡 Why It Matters

· By adding long‑form video, Instagram expands its content ecosystem, potentially reshaping creator strategies and audience engagement on the platform.
· The absence of a robust ad‑sharing model underscores a competitive gap that could influence creators’ platform choices.

Capsules Meta

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Instagram takes on YouTube with new 90-minute horizontal video format

Instagram has begun testing a new long‑form horizontal video format called Features, allowing creators to upload up to 90‑minute videos. The pilot targets podcasters, comedians, and other long‑form content producers, with a link‑back system that lets short Reels lead viewers to full episodes. The feature is currently available to select U.S. creators after initial trials in Brazil and will be promoted on Explore and other app sections. Instagram aims to monetize this format through brand partnerships and existing creator relationships.

💡 By offering a seamless bridge from short clips to full‑length content, Instagram strengthens its position in the growing video‑podcast market, challenging YouTube’s dominance and expanding creator monetization options.

androidcentral.com · Oct 26

Instagram wants in on ‘long-form,’ widescreen videos and its test begins now

Instagram announced a test of “Features,” a new long‑form, widescreen video format that will run on both the mobile app and Instagram TV. Head of Instagram Adam Mosseri, who previously opposed long‑form content, said the shift reflects creators’ demand for varied storytelling, while VP of product Tessa Lyons emphasized that “Features” will complement, not replace, short‑form Reels. The rollout will begin this week in a limited test, with broader availability expected over the next month as Meta gathers feedback. Mosseri noted the format must remain “symbiotic” with Reels and preserve Instagram’s “friend connection” ethos. Existing features such as Live and carousel posts will continue alongside the new format.

💡 By blending extended video with its core short‑form experience, Instagram aims to keep creators on the platform as competitors expand into longer content, preserving user engagement across devices.

techcrunch.com · Oct 26

Watch out, YouTube — Instagram goes from short-form to 90-minute videos

Instagram announced a test of “Features,” allowing creators to upload videos up to 90 minutes, marking a shift from its short‑form focus. The rollout begins in Brazil and will expand to a small U.S. test, alongside “Clips as Reels,” which creates short reels from longer uploads and links to the full video. Instagram head Adam Mosseri said current creator earnings rely mainly on brand deals and a limited performance‑based program, while YouTube’s Partner Program pays 55 % of ad revenue and has disbursed over $100 billion in recent years. Meta hopes longer videos will keep audiences on Instagram and eventually introduce ad‑based monetization, challenging YouTube’s dominance. Creators also gain a hub for episodic Reels, improving discovery and encouraging content on the platform.

💡 By giving creators a home for both short clips and hour‑long stories, Instagram aims to lock viewer attention that would otherwise flow to YouTube, potentially reshaping ad revenue distribution across the two giants.

9to5mac.com · Oct 26

Instagram takes on YouTube with new 90-minute horizontal video format

Instagram has begun testing a new long‑form video format called Features, allowing horizontal videos up to 90 minutes. The pilot, initially rolled out to a handful of creators in Brazil, expands this week to a handful of U.S. podcasters, comedians and other long‑form creators. Features links short Reels clips to the full episode, letting viewers tap a three‑minute preview and continue watching without leaving the app. Instagram VP of Product Tessa Lyons said the videos will appear in the Explore feed and can host branded content or sponsorships for creators lacking existing monetisation infrastructure. The move follows Instagram’s earlier, unsuccessful IGTV effort and reflects a broader industry push to bring video podcasts and extended content onto social platforms across mobile and desktop.

💡 By keeping viewers inside Instagram for full episodes, the platform can capture ad revenue that would otherwise flow to YouTube, turning casual Reel watchers into long‑form audience.

thehackernews.com · Oct 22

Meta Ordered to Pay $25 Billion After Court Finds 43 Million Privacy…

A New Mexico district court ordered Meta to pay $25 billion in penalties after finding the company violated the state’s unfair practices law in more than 43 million instances. Judge Francis J. Mathew ruled that Meta’s promises that users controlled their data were false, linking the violations to the 2018 Cambridge Analytica scandal in which a personality‑quiz app harvested data from millions of Facebook users and their friends. The case, filed in 2021, follows earlier settlements, including a $725 million class‑action payout and a $5 billion FTC fine. Meta had previously banned the offending app in 2015 and sought deletion of the data. Chief legal officer C.J. Mahoney said Meta will appeal the judgment.

💡 The unprecedented $25 billion sanction could reshape corporate liability for data privacy, forcing tech firms to overhaul consent mechanisms and transparency practices.

9to5google.com · Oct 20

Final Payday: Aces High playtest on Meta Quest and Steam comes with…

Payday: Aces High, the franchise’s first full‑VR title, enters its final public playtest from October 19‑26 on Meta Quest and Steam. Participants who join this week receive an exclusive Kitty mask, unavailable elsewhere. The full game launches on November 5 across Meta Quest, SteamVR and Steam Deck for $24.99, featuring seven initial missions, co‑op heists for up to four players, and a new storyline with protagonists called The Aces. Gameplay emphasizes stealth, rewarding players with in‑game cash to unlock weapons, traps, masks and abilities. The playtest adds a second mission not seen in the earlier trial, giving testers extra experience before the official release.

💡 The free mask creates a limited‑time incentive that drives early adoption and community buzz ahead of a major VR franchise debut.