Instagram Expands into Longform Widescreen Video to Rival YouTube

Image: Instagram chases YouTube with a push for longer, widescreen videos · Source

Instagram introduces 'Features,' a push for longer, horizontal videos, blending short- and longform content to complement social sharing, with initial US and Brazil tests and new video tools.

Instagram is making a strategic move into longform horizontal video content, marking a notable shift in the platform's approach to video. This new format, branded as “Features,” aims to add longer videos alongside the shortform Reels and traditional photos familiar to Instagram users.

Adam Mosseri, Instagram's head, had previously been hesitant about embracing longform content, citing concerns that extensive videos might reduce the platform's focus on personal connections and interactive sharing. In a detailed video discussion with VP of Product Tessa Lyons, Mosseri expressed that long videos could lead users to consume content passively rather than sharing and liking posts with friends, which forms the core of Instagram's community experience.

However, Instagram's team is now working to integrate short- and longform video formats symbiotically, drawing parallels to formats such as podcasts or comedy specials where longer content can be segmented into shorter clips, maintaining engagement and shareability.

The push for widescreen video follows the recent launch of Instagram’s TV app, initially released for Amazon Fire TV devices and since expanded to Google TVs, Samsung TVs, and Apple TV. The TV app began as a Reels-focused platform but has been evolving to include new features like Story viewing capabilities.

Instagram has started small tests of the Features format in the US, with additional testing underway among creators in Brazil. Alongside Features, Instagram is experimenting with several video-related enhancements, including clips that link to longer videos, the ability for creators to produce series of Reels, and improved live video discovery options.

These developments signal Instagram's broader intent to diversify video content and compete more directly with platforms like YouTube by supporting varied video lengths and formats structured to encourage both entertainment and social connection. As these features expand, Instagram aims to retain its unique community feel while meeting user demand for richer video experiences.