Instagram plans to develop a long-form video format, including clips lasting more than an hour. Meta wants to attract authors who produce podcasts and other long-form content, as well as give them new earning opportunities. This was reported by Qazaqyia.kz citing Kursiv Media.
Features format details
According to The Verge, the new format is called Features. It will allow publishing long videos, including in horizontal format. Clips can be uploaded from a computer, covers can be added, and videos can be watched not only on smartphones but also on TVs via the Instagram app for Apple TV in the US.
Instagram plans to link long clips with short Reels videos. For example, a user will be able to watch a short fragment and then move to the full version. In addition, the platform intends to add tools that will allow authors to cut long videos into short clips themselves.
Recommendations and Explore section
Long clips will also appear in recommendations and the Explore section. At the same time, Instagram intends to take into account not only the number of views and how long people watch a video, but also how often they share it with others.
Monetization methods
Meta is considering several ways to monetize long videos. Among them are ads before the clip starts and during viewing, bonuses for publication results, paid subscriptions, and assistance with placing brand ads. Instagram also plans to conclude separate agreements with authors to attract more content creators to the platform.
Industry trend
According to The Verge, the development of long videos is linked to a general trend in the entertainment industry. Other major companies, including Netflix and Disney, are also working with creator content and video podcasts. Instagram expects to compete with YouTube this way and retain audiences, including on TVs.
Adam Mosseri's comment
Instagram head Adam Mosseri called the development of this direction a risky experiment. According to him, it is not yet clear how successful the new format will be. The company has not yet specified the launch dates for Features for all users.
Earlier, Kursiv wrote that Meta (which owns Facebook, Instagram and WhatsApp) plans to place shares worth $95 billion to finance the development of artificial intelligence. The raised money will go toward covering huge expenses on artificial intelligence infrastructure.