Instagram Introduces New Feature to Compete with YouTube

Meta-owned Instagram is stepping up its efforts to compete with YouTube in the online video space. Known primarily for Reels and short-form content, the platform is now exploring longer videos through a new feature that supports horizontal videos of up to 90 minutes. Instagram says the feature is designed to attract podcasters, comedians and other content creators. After testing it in Brazil, the company has expanded the trial to the United States.

The feature will allow creators to link longer videos to their Reels. When viewers open a Reel, they will see a prompt to watch the full video and can access it by tapping the message. Instagram is introducing the feature as part of its broader strategy to attract more viewers to its TV app. The company is also experimenting with a separate feature called “Series,” which would let creators publish Reels in episodes. With microdramas and episodic video content gaining popularity, Instagram is exploring partnerships with studios in Southeast Asia. It aims to launch the Series feature in the United States by the end of this year, with expansion to other countries planned for next year.