Instagram has started testing a new feature called Features, which consists of long and horizontal videos. Currently, this novelty is being tested experimentally both in the United States and with a select group of creators in Brazil.
The objective of this initiative is to incorporate more extensive productions into the existing short video content on the platform while maintaining focus on interactions between users themselves.
Adam Mosseri, CEO of Instagram, showed resistance for a long period to including long videos on the social network. In a conversation with Tessa Lyons, Vice President of Product, he expressed his apprehension about how this new format would affect connections between users' friends.
Mosseri stated that one of his biggest concerns was ensuring that Instagram remained focused not only on entertainment but also on the ability to connect with friends. He argued that watching a long video could consume time that would otherwise be dedicated to Reels, photos, or carousels, which are often shared with friends, potentially decreasing likes and shares.
The platform's team is actively working to ensure these different formats can coexist. Mosseri mentioned podcasts and comedy shows as examples of content types that can be released fully and simultaneously segmented into short videos.
This Features test happens parallel to the process of expanding Instagram's presence on televisions. The TV app was launched in a pilot project in the United States, initially focusing on Reels and offering basic support for Amazon Fire TV devices. Later, support was extended to devices equipped with Google TV, Samsung TV, and Apple TV. Additionally, the platform integrated functionalities such as displaying Stories, something announced earlier this year.
In addition to Features, Instagram is testing various tools aimed at linking content and simplifying the discovery process for users. According to Megan Buckley, an Instagram spokesperson, Features is being evaluated with a small group of users in the United States and some creators located in Brazil. The company has not yet announced a date for the wider availability of this new format.