Instagram pivots to long-form video in direct challenge to YouTube

The move aims to keep users within the Instagram ecosystem rather than driving them to external platforms. While short-form content has defined the social media landscape of the 2020s, it remains notoriously difficult to monetize through traditional advertising compared to longer formats. Instagram head Adam Mosseri, who previously resisted long-form content, noted that the change is intended to create a symbiotic relationship between short clips and deep-dive material.

YouTube remains the industry benchmark for creator payouts, having distributed over $100 billion to its partners over the last four years through a direct ad-revenue sharing model. Meta has yet to confirm a specific long-term monetization plan for these longer Instagram videos, though a spokesperson suggested the company is exploring performance-based incentives for creators. Currently, Instagram is testing the "Features" upload format and a "Clips as Reels" tool—which allows creators to link short-form highlights back to longer videos—in Brazil and select U.S. markets. These efforts are paired with a renewed focus on TV app integration, signaling a broader attempt to transform the platform into a destination for episodic content.