Instagram Introduces 'Features' Longform Widescreen Video Format
Instagram is pivoting its content strategy by introducing 'Features,' a new longform, widescreen video format designed to compete more directly with YouTube. Previously hesitant to adopt long-form content for fear of reducing social engagement and peer-to-peer sharing, Instagram leadership now aims to create a symbiotic relationship between short-form Reels and longer videos, similar to how podcasts or comedy specials function. This strategic shift follows the expansion of Instagram's TV app across major platforms including Amazon Fire TV, Google TV, Samsung TV, and Apple TV. The new 'Features' format is currently undergoing small-scale testing in the United States and with select creators in Brazil. Additional updates being tested include Reels series capabilities and improved live video discovery tools.
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Topics: content strategy product expansion social media video formats
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