Instagram Tests 90-Minute Videos to Take On YouTube

Instagram is introducing a new horizontal video format that allows users to post videos up to 90 minutes long. This move directly challenges YouTube, which has dominated this space for years. Reports from TechCrunch and 9to5Mac highlight this significant shift for an app usually recognized for short clips and photo posts.

What Instagram Is Changing

Instagram has focused on short-form videos, typically lasting from a few seconds to a few minutes. Users usually watch these by scrolling through their feeds. The new format marks a departure from that. It supports horizontal video, allowing for a wide, landscape orientation similar to what you’d see on a TV or when you rotate your phone. Now, videos can last up to 90 minutes.

This duration is enough for a full podcast episode, a lecture, a gaming session, or even a short film. As Android Authority mentions, YouTube has long controlled long-form video content, and Instagram is eager to join the competition. TechCrunch points out that if Instagram navigates this wisely, it could really challenge YouTube.

Why This Matters

Picture Instagram as a bustling food court and YouTube as a sit-down restaurant. People pop into Instagram for a quick snack while multitasking. In contrast, they head to YouTube when they’re ready to settle in for a longer meal. By introducing a 90-minute format, Instagram aims to bring a dining experience to the food court.

This timing is smart from a business perspective. Longer videos mean users will spend more time on the app. For a social platform, that extra time generally translates to more ad opportunities and gives creators reasons to stick around instead of migrating to other platforms.

What This Means For You

Here’s what this could mean in practice, depending on how you use Instagram.

If you mostly watch

You might start seeing full-length interviews, shows, and tutorials from creators you already follow, all without leaving the app. Whether these videos appear in your main feed or in a dedicated section will be something to discover once the feature is available to you.

If you create content

You may not need to post a short teaser on Instagram and direct people to YouTube for the full version anymore. However, the sources we checked didn’t clarify how creators will earn money from these longer videos, so that remains unclear.

If you use both apps

Your viewing habits probably won’t change overnight. YouTube has a wealth of established habits, search features, and a vast library. Instagram does have the advantage of a massive audience that checks the app daily.

The Challenge Ahead

While extending the video limit is straightforward, getting users to watch hour-long videos in an app associated with quick scrolling is more complex. Users need to easily find long videos, resume watching where they left off, and enjoy a comfortable landscape viewing experience. Creators also need compelling reasons to post their content on Instagram. As TechCrunch suggests, Instagram could pose a genuine challenge to YouTube, provided they execute these details effectively.

What People Are Saying

As of now, there aren’t verified Reddit or YouTube comments about the 90-minute format to share, and community sentiment data is limited. We’ll update with reactions once discussions begin to gain traction.

What To Watch

• Rollout scope: Reports indicate the format is being rolled out, but there’s no complete timeline available for all users yet.
• Creator payments: Keep an eye out for information on how long-form videos will generate revenue, as that’s a key reason creators prefer YouTube.
• Viewing features: Look for enhancements like improved landscape playback and easier navigation for longer videos.
• YouTube’s response: Any adjustments from YouTube regarding its features or creator programs will show how seriously they view this competition.

For now, the main takeaway is clear. The app you use for quick clips is about to introduce much longer content, which might make you rethink where you spend your viewing time.