Instagram wants your 90 minutes now 🎬

Remember IGTV? 🫠

Instagram's separate app for long videos. Launched in 2018, shut down in 2022. I don't think many people missed it.

Now they're trying again, this time inside the main app. It's called Features: videos up to 90 minutes, made for podcasts, vlogs and interviews. It started in Brazil and select US creators began getting it yesterday. Creators can also link up to eight Reels to one long video, so the short clips send people to the full thing. Andrew Hutchinson wrote it up for Social Media Today if you want all of it -> https://www.socialmediatoday.com/news/instagram-rolls-out-limited-features-test-in-the-us/872825/

The money part is what I'd watch. VidIQ says YouTube pays roughly $1 to $10 per 1,000 long-form views. On Instagram the views on their own are worth basically nothing unless there's a brand deal behind them 💸

So for creators, YouTube is still the job and Instagram is still the shop window.

For a small brand it's different. You don't need ad revenue. You need the people who already follow you to stay with you for longer than 15 seconds. One honest 20 minute video of the founder showing how the thing is made could do more than another month of chasing trends 🎥

Would you actually watch something that long on Instagram? Or does it feel like the wrong app for it? 👇