Instagram is exploring a new direction in content creation by testing a long-form video feature that allows selected creators to upload videos of up to 90 minutes. The move could open new opportunities for educators, independent journalists, documentary filmmakers and digital storytellers who want to move beyond short-form content.

The experiment, called Features, aims to bring longer storytelling to Instagram while competing with platforms such as YouTube. The platform is also testing a feature called Clips as Reels, which connects short clips with full-length videos, helping audiences discover longer content through Reels.

However, longer videos come with higher production costs. Research, scripting, filming, editing and post-production require considerable time, money and resources. For independent creators, producing such content without guaranteed returns can become a major financial challenge.

The Challenge of Making Money from Long-Form Content

Unlike short videos, which can sometimes be produced within a day, long-form content often requires several days or weeks of preparation. Educational creators and documentary filmmakers must invest in research, equipment, production teams and editing before publishing their work.

While brand collaborations remain an important income source, most advertising campaigns continue to favour Reels and short-form videos. Brands often prefer distributing their budgets across multiple short videos rather than investing in a single long-form production.

This creates uncertainty for creators who want to experiment with detailed storytelling but need reliable financial support.

Instagram vs YouTube: The Monetisation Gap

One of the biggest differences between Instagram and YouTube is their approach to creator earnings. YouTube offers an established advertising revenue-sharing programme, allowing eligible creators to earn from advertisements displayed on long-form videos. Instagram, on the other hand, continues to rely heavily on brand partnerships, subscriptions and selective creator payment arrangements.

Although Instagram is reportedly offering financial incentives to some selected creators for its new Features format, these deals do not yet provide a consistent earning opportunity for the wider creator community.

For creators, the ability to upload a 90-minute video means little without a predictable monetisation model.

Can Long-Form Videos Attract Brand Partnerships?

Long-form content could offer brands a different way to connect with audiences. Instead of appearing in a quick promotional Reel, businesses can become part of an informative video, product demonstration, interview or documentary.

For example, a technology brand could sponsor an in-depth product review, while a financial services company could collaborate on an educational video series.

Such partnerships can create stronger audience engagement and brand credibility. However, advertisers will need to evaluate watch time, audience retention, brand recall and actual conversions rather than relying only on views and impressions.

Turning Long Videos into Long-Term Content Assets

Creators can also make long-form production more financially sustainable by treating each video as a valuable content asset.

A single documentary or interview can be converted into multiple Reels, short clips, promotional videos and behind-the-scenes content. These formats can attract new viewers and direct them towards the original video.

Long-form projects can also create opportunities for licensing, sponsorships, subscriptions and distribution through other platforms. This approach allows creators to generate more value from a single production investment.

Will Instagram Audiences Watch Longer Videos?

Another major question is whether Instagram users are ready to spend more time watching lengthy videos. The platform has traditionally been associated with quick entertainment, short videos and instant engagement.

Its earlier IGTV experiment struggled to establish a lasting long-form viewing habit and was discontinued in 2022. The new Features experiment will therefore need to offer a compelling viewing experience and effective content discovery.

Short-form videos could play an important role in introducing audiences to longer stories. Reels can capture attention, while full-length videos can provide deeper information, context and entertainment.

The Future of Long-Form Content on Instagram

Instagram's 90-minute video experiment could create new opportunities for creators, but its success will depend on more than increasing video duration. Creators need transparent payment structures, brands need to recognise the value of detailed storytelling, and audiences need compelling reasons to watch longer content.

The future of the creator economy may not depend on choosing between short-form and long-form videos. Both formats can complement each other, with short videos driving discovery and longer productions building audience relationships.

Ultimately, Instagram must answer one important question: will it create a business model that rewards creators for the time, creativity and investment required to produce quality long-form content?