By Dustin Pollack, Sr. Account Director
Instagram is trying to come for YouTube’s lunch. But it’s not the first time.
Earlier this week, Instagram announced that it would be introducing long-form video to the platform via a new format called Features that will allow users to upload videos up to 90 minutes long.
The format is only being tested in select markets and isn’t available in Canada yet (though some Canadian users have seen longer clips and 16:9 widescreen videos appear in the Explore tab). At North Strategic we like to be ahead of the game, so let’s talk about the evolution of video content and what this move means for brands.
Why is Instagram diving into long-form video again?
It’s not Instagram’s first foray. Back in 2018 the platform launched IGTV, but the format never caught on, and it was shut down in 2022. Instagram then leaned heavily into short-form video through formats like Reels, where much of the platform’s focus has been the last few years.
So why go long-form again? Instagram Features feels like a retention play. This is Instagram trying to keep audiences on the platform for their full “content journey” versus relinquishing viewership to platforms like YouTube, where people have more traditionally gone for longer-form content. Spotify made a similar strategic move in 2020, when it launched video podcasts on its traditionally music-focused platform.
Features will now give creators and brands the opportunity to host full long-form content, not just short clips that drive users elsewhere for the full video.
Is Instagram Features just IGTV 2.0? Not according to Tessa Lyons, VP of Product at Instagram. Lyons told a group of subscribers to Rachel Karten’s Link In Bio that the platform’s algorithm and ranking system is in a much more sophisticated place than it was back in 2018 and watching longer-form video on your phone is more common now than it was then.
Should brands respond with long-form video content?
If Instagram is putting more emphasis on a feature, brands that embrace the format could benefit from that shift. But is that the right move for everyone? Even if it launched tomorrow in Canada, that doesn’t mean brands should immediately create or force-fit longer-form content into their plans.
Short-form video will still be a bread-and-butter format for driving important organic and paid metrics for brands on Instagram and other social platforms, especially when the goal is to drive to an external landing page and have the user take an action rather than stay on the platform.
Brands should consider a “crawl, walk, run” approach to their content strategy. Before you can create Features, you should ensure your short-form video creative is consistently performing. From there, you can “walk” by piloting slightly longer-form content – think one-minute videos – and if you see positive viewership and results there, then try “running” with a more built out long-form strategy. Don’t run, if you can’t walk yet.
The select-market launch of Instagram Features could be a positive for brands in Canada, but there’s no pressure to hop on the latest platform change and rush to create a 90-minute branded movie. Instead, the news gives brands and creators in Canada the chance to test various lengths of creative so they can make an informed decision about the best way to connect with audiences.
Learn how North Strategic’s social media strategy services can help your brand navigate what’s next in social content.
