Instagram Expands Video Ambitions With Extended-Length Content Trial

Instagram has begun testing extended video formats of up to 90 minutes in duration, marking a significant expansion into longer-form content territory traditionally dominated by YouTube. The trial represents Meta's latest attempt to diversify Instagram's content ecosystem beyond short-form reels and Stories, which have become staples of the platform.

The initiative targets content creators seeking alternative platforms to monetise their work while retaining access to Instagram's large user base and social connectivity features. By enabling extended videos, Instagram positions itself as a versatile content destination that bridges entertainment and social interaction, differentiating it from conventional video streaming services.

The move reflects intensifying competition among social media platforms to capture creator attention and advertising revenue. YouTube's long-established dominance in monetisation and audience reach has driven platforms like TikTok and Instagram to expand their video capabilities and creator payment programmes.

India's large and growing creator community has proven instrumental in driving platform engagement across Meta's services. The extended-video trial, if rolled out broadly, could significantly influence content creation patterns and revenue opportunities for Indian creators across multiple genres, from educational content to entertainment and vlogging.

Meta has not disclosed specific timelines for wider availability or monetisation details for extended Instagram videos. The company continues testing various content formats as it seeks to establish Instagram as a comprehensive platform for creator-led entertainment while preserving the social features that distinguish it from standalone video services.

Photo: The Instagram app on a smartphone, September 2016. Santeri Viinamäki via Wikimedia Commons (CC BY-SA 4.0).