For years Instagram's boss said long videos weren't a priority. Now Instagram is testing them, and Adam Mosseri sat down with Colin and Samir to explain the change, how creators might get paid, and what he thinks of AI on the platform. It is a long interview; here is what matters for creators and viewers.
What's being tested
TechCrunch reports that the new format is called Features: uploads of up to 90 minutes, tested first in Brazil with a small US test to follow, alongside a "Clips as Reels" tool that turns parts of a long video into Reels linking back to the whole thing. Tubefilter adds that Instagram plans to expand the test to tens of thousands of US creators and has not settled how creators will earn from it.
In the interview, Mosseri lays out the plan to support long-form horizontal video in the feed, in Explore and on TV screens (01:23), and argues Instagram needs to nurture a long-form creator ecosystem to do it (01:37). He shows mock-ups, including desktop uploading and TV viewing, and floats letting people keep listening with the app closed (05:41, 07:46).
Why the change of heart
The hosts press him on his earlier position that Instagram was about connections, not long video (03:48). His answer is that short clips can funnel viewers into longer pieces, and that TVs are becoming a critical extension of social video (04:08). He also tackles creators' scepticism that Meta will stick with new formats, citing the lessons of IGTV, Reels and Threads (17:21).
The money question
This is where viewers were least satisfied. Mosseri walks through the options, from brand deals and subscriptions to performance bonuses and ad revenue sharing (08:53). His view is that paying creators directly for video performance has delivered a negative return, because the money doesn't produce enough extra viewing or quality (10:14), and that payment programmes should aim to break even rather than burn money (12:43). He prefers scaled, automated payouts over one-off deals with individual creators (18:00).
Tactics for creators
The middle of the interview is practical. He explains why carousels are performing well, giving people a second chance in the feed and more depth (23:52), names underrated tools including Broadcast Channels, Close Friends and Notes (26:38), and says more content is shared through direct messages than posted to Stories or Reels (28:44). Reels, in his account, took off once sharing in DMs made it social (43:35).
AI labels
On AI, Mosseri argues platforms must clearly label AI-generated characters and content (53:10), while admitting that automated detection risks mislabelling real creators (54:02).
What it means
For creators, the takeaways are a new long-form format with no settled pay model yet, a clear signal that Instagram wants TV screens, and a reminder that shares in DMs drive reach. For viewers, it is another platform blurring into YouTube's territory.
Viewers were sceptical about pay. Many felt Mosseri dodged why Instagram shouldn't share revenue the way YouTube does, others joked that it should be called IGTV again, and a few doubted Instagram can compete with YouTube at all.
From the creators
Watch the video
Reporting notes