Instagram is rolling out a new format called “Features” to enable long-form, horizontal video on the platform, aiming to build a bridge between bite-sized Reels and full episodes or specials. The launch marks Instagram’s most serious push into long-form video, positioning it more directly against platforms like YouTube. This initial rollout is limited to the U.S. and comes without a monetization program for creators like YouTube’s ad revenue share.
What “Features” Looks Like
“Features” allows creators to extend short clips posted in Reels into longer content with more substance—think comedy specials, podcast episodes, or serialized pieces—with “horizontal video” in addition to the vertical format common across Instagram. The company’s leadership says Reels has inspired the move, particularly as users increasingly consume Reels together—sometimes even on TV apps—highlighting demand for longer, more engaging video content.
Instagram’s head and VP of Product spoke in an announcement video where they admitted prior hesitation toward long-form video but emphasized that the platform wants to give creators more room to tell stories and utilize their existing audiences. They also see a synergy between Reels and Features, with short clips attracting attention and long videos retaining it.
Monetization and the Missing Ad Share
While “Features” will respect any current ad partnerships creators already have, Instagram is not launching a built-in ad revenue sharing scheme at this time. Users in the announcement’s comment section were quick to demand parity with YouTube, where creators are paid when their videos attract views across advertisements. Instagram’s response acknowledged that some creators lack existing infrastructure or business systems, but stopped short of introducing an Instagram-native way to earn from Features.
Initial availability of “Features” is U.S.-only, and not all users can view the announcement video if they’re located outside the country. The company says it is in early testing and collecting feedback as it iterates. It also hasn’t detailed if or how Views, monetization thresholds, or policies might differ from existing formats like Reels, Series, Live, or TV.
What this means is that for now, long-form videos on Instagram will likely appeal most to creators who already monetize elsewhere, or who simply want to use the platform for creative storytelling rather than income. For those trying to match or beat YouTube, the lack of incentives may be a sticking point.
Background & Landscape
Until now, Instagram has primarily leaned on vertical short-form content—Reels—plus features like Series, Live, and IGTV or TV to host longer material. Competitors like YouTube have long rewarded creators with ad revenue sharing, which has incentivized large audiences and professional content production. Many platforms are seeing a trend: short clips serve as a gateway, then longer episodes or specials help retain audience attention and deepen engagement.
Instagram’s design reflects that broader shift. With social video consumption habits evolving, platforms are striving to meet demand for content that isn’t restricted to punchy 15- or 60-second bursts. Shows, podcasts, long sketches, and similar formats are increasingly central in social video strategies.
Until monetization catches up, though, “Features” may test creators’ patience. Watching these changes could foreshadow how Meta (Instagram’s parent) plans to compete in video, who it wants to incentivize, and whether ad revenue sharing becomes standard across its video formats.
