Tech Desk: Instagram is making a significant pivot, testing “Features” – new video uploads allowing creators to share content up to 90 minutes long. This strategic move marks a notable departure from its decade-long focus on short-form content, directly challenging YouTube’s long-held dominance in the lucrative long-form video space and its established creator monetization model. This could reshape how creators earn a living.

For years, YouTube has been the undisputed king for creators seeking direct ad revenue, famously paying out over $100 billion in the past four years. In stark contrast, Instagram’s monetization has primarily relied on brand partnerships and fan subscriptions, with its performance-based programs often struggling to turn a profit. The introduction of Instagram long-form video could fundamentally alter this landscape, offering a new avenue for direct platform-based earnings.

Adam Mosseri, Instagram’s head, initially resisted long-form content, citing its lower shareability compared to Reels. However, he now acknowledges its potential for deeper engagement and allowing creators to “go deeper” with their audience. The platform is exploring ad integration within these longer videos, mirroring YouTube’s model. Furthermore, a new “Clips as Reels” feature will allow creators to produce short promotional clips from their long-form content, funneling short-form viewers directly to the full video and aiming to keep audiences within the Instagram ecosystem.

Currently testing in Brazil and expanding to the U.S. in a small pilot, this initiative, alongside improved discovery features for Live video and a hub for episodic Reels, signals Instagram’s serious commitment to becoming a comprehensive video hub. If successful, Instagram long-form video could finally offer a viable, competitive monetization alternative for creators currently reliant on YouTube, potentially fostering a new generation of multi-platform video stars.