Instagram tests 90-minute Features with select US creators
Instagram is extending its Features test to select US creators, with videos of up to 90 minutes. Adam Mosseri and product executive Tessa Lyons previewed the long-form options on October 26, according to Social Media Today. A related Clips as Reels test lets creators link up to eight clips back to a longer video. Both tests previously ran in Brazil, and broader access is planned over the coming months. The report does not identify a new guaranteed ad-revenue share for Features creators.
THE BREAKDOWN
Confirm that a creator actually has access before selling a Features deliverable. Start with a separately priced adaptation of an existing long-form episode, rather than fund an Instagram-only production on speculative platform revenue. Define whether the eight promotional clips are included in that fee. Preserve YouTube distribution rights and make any Instagram exclusivity a paid, time-limited option.
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