Instagram is launching a new longform horizontal video format called 'Features,' marking a significant shift for the platform. CEO Adam Mosseri, who previously expressed concerns about longform content, is now embracing this change as part of a broader strategy to enhance user engagement and content variety.
The 'Features' format is currently being tested in the US and with select creators in Brazil. This initiative follows the expansion of Instagram's TV app and includes additional video-focused features aimed at improving creator engagement and content discovery.
Watch for how creators adapt to the 'Features' format and its impact on engagement metrics. As Instagram tests this longform video, the platform may refine its algorithm to prioritize these videos, potentially reshaping content strategies for influencers and brands.