Is Instagram about to replace television? Instagram is entering the streaming wars with its newest product: Features. Features are long-form (up to 90 minute) horizontal videos. This basically turns Reels into full-length shows, fit for our televisions and in direct competition with YouTube.
So why do this after maintaining a strict (if not arbitrary) < 3 minute length for Reels? We have to look at the numbers. People often discount YouTube as streamer because unlike traditional media companies, content is creator-led. However, YouTube held >15% of streaming viewership in the United States beating out media giants like Netflix and Disney. By expanding into long-form content, we're assuming, Instagram is looking for a piece of that viewership.
Long-form content regularly spills over onto short-form platforms. We've all watched a 15 minute video on TikTok... With podcasts (and other creator-led content) moving to Netflix, Reels now recommending videos over 3 minutes, and episodic content capturing our attention, videos expanding well into the 10+ min mark aren’t as unpopular as you may think.
What we ultimately know:
- Features will allow creators to upload widescreen (16x9) videos up to 90 minutes long. (This length will grow longer over time!)
- Creators will be able to upload short Reels that link back to a feature. These can also be run as Trial Reels!
- Features are meant to run horizontally on your phone, but can be displayed on TV per Meta’s Instagram TV app.
And the advantage over traditional TV? Instagram already has pre-built fanbases from creators. This reach can expand, of course, but the audiences already exist.
