Instagram pushes longform widescreen video to compete with YouTube

Instagram announced a test of a widescreen, longform video format it calls “Features.” The rollout began in the United States and includes a limited group of creators in Brazil. The move follows the launch of Instagram’s TV app and signals a broader effort to give creators tools for both short and extended video content.

What Instagram is changing

According to The Verge, Instagram’s head of product, Adam Mosseri, has long been skeptical about adding longform video because it could shift the platform away from its social roots. In a recent six‑and‑a‑half‑minute video, Mosseri explained his concern that long videos might reduce the amount of likes and shares that come from shorter Reels, photos, and carousels. The new "Features" initiative is meant to address that worry by making short and long video formats "symbiotic," similar to how podcasts can be broken into shorter clips.

The test introduces a horizontal, widescreen player that sits alongside the existing vertical Reels feed. Instagram is also expanding its TV app, which started as a Reels‑focused experience on Amazon Fire TV and now runs on Google TV, Samsung TV, and Apple TV. The platform says the new format will let creators publish a single long video and then pull out shorter segments for Reels, keeping the audience engaged across both styles.

How the changes affect creators and businesses

For small businesses and nonprofit teams, the shift offers a way to tell richer stories without leaving Instagram. The "Features" rollout includes several supporting tools:

• Clips that point to a longer video, creators can post a short teaser that links back to the full widescreen piece.
• Series of Reels, a new option to group related Reels together, which can serve as chapters of a longer narrative.
• Live video discovery improvements, updates that make it easier for followers to find ongoing streams.

These tools give brands the ability to launch multi‑part campaigns, host virtual events, or share behind‑the‑scenes footage that doesn’t fit into the usual 60‑second Reel limit. Because the TV app already supports Instagram content on larger screens, a business could also repurpose a longform video for display in a lobby or at a conference booth.

Practical steps for small businesses

If you want to be ready when Instagram expands the feature, consider the following actions:

• Audit your existing video assets, Identify any longer presentations, webinars, or tutorials that could be repurposed as widescreen content.
• Plan a series structure, Break a longer story into logical chapters that could become individual Reels, then link them back to the full video.
• Create teaser clips, Produce 15‑ to 30‑second snippets that highlight key moments and include a call‑to‑action to watch the full version.
• Test on a small audience, Use Instagram’s built‑in audience insights to gauge engagement on your first longform post before scaling.
• Update your branding guidelines, Ensure any graphics or subtitles are designed for a horizontal layout, which differs from the vertical format most Reels use.

By following these steps, you can keep your social presence consistent while taking advantage of the new format’s reach.

What to watch going forward

The test is currently limited to the United States, with a separate group of creators in Brazil. Instagram has not disclosed a timeline for a wider rollout, but the company is also experimenting with related features like the series tool and live‑video discovery tweaks. Keep an eye on official announcements and creator newsletters for signals about broader availability.

For brands that rely heavily on Instagram for traffic and engagement, the shift may gradually change how followers discover content. Short Reels will likely remain the entry point, while longer videos provide depth and a way to keep viewers on the platform longer. Monitoring the performance of any early tests you run will help you decide how much resources to allocate to this new format.

In summary, Instagram’s "Features" test introduces a horizontal, longform video experience aimed at blending short and extended content. Small businesses can start preparing by repurposing existing videos, planning series, and creating teaser clips. Watching the rollout closely will allow you to adapt your social strategy as the platform evolves.