Instagram Launches 'Features' to Chase YouTube with Longform, Widescreen Video Push

Instagram is making a major move into longform horizontal video with a new format called 'Features,' directly challenging YouTube's dominance. In a six-and-a-half-minute video, Instagram boss Adam Mosseri admitted he had long resisted longform video, but the platform is now embracing it to meet creator demand and viewer behavior. VP of product Tessa Lyons joined Mosseri in the announcement, signaling a strategic shift for the Meta-owned app. The push matters because it marks Instagram's most aggressive attempt yet to compete for watch time and ad dollars in the longform space, where YouTube has reigned for nearly two decades. By courting creators who already produce horizontal content, Instagram hopes to keep users on its platform longer and diversify revenue beyond short-form Reels. For publishers and influencers, 'Features' could open new monetization and audience-building opportunities, but it also raises questions about how Instagram's algorithm will balance vertical Reels with widescreen content. The move follows years of platform experimentation, including IGTV, which failed to gain traction. As the battle for creator loyalty intensifies, Instagram's widescreen bet could reshape where audiences go for longer storytelling—and whether YouTube finally has a serious rival.