Instagram is rolling out two new features aimed at longer-form content. The first is “Features,” a horizontal video format that supports uploads of up to 90 minutes, designed for podcasters, comedians, and extended storytelling. It is launching for select creators in the U.S. and Brazil, with viewing available on mobile phones and Instagram’s TV app. The second, “Series,” lets creators group related Reels into dedicated collections for sequential viewing.
We asked 32 industry professionals for their reaction to both features and their predictions for how the changes will affect content creation and the Creator Economy.
Meta is finally admitting doomscrolling has limits, and that not all eyeballs are equal. Short-form is top-of-funnel, and long-form is the middle, building trust and warming users down the bottom to convert. Short-form-first platforms miss a chunk of the customer journey and, beyond impulse buys, they rarely close the gap from awareness to conversion.
Both features, plus the Instagram Apple TV app released in October, are retention plays to close that gap and take on YouTube, which vertically integrated the opposite way with Shorts in 2021 and hit a record 15.8% of U.S. TV viewing in August.
According to Business Insider, Instagram is paying select YouTubers $50K to $500K to post videos on Features the same day, non-exclusively. Meta tested YouTube’s 55% ad revenue share on IGTV in 2020 and still shut the format down in 2022. Yet Features and Series are launching without monetization.
I predict YouTubers and podcasters will gain leverage to lift their Instagram numbers, since syndicating finished masters costs nothing, and new formats usually get an algorithmic boost window. For short-form natives, it’s a harder sell: 90 minutes instead of 90 seconds, without pay beyond their brand deals, so they’ll probably stick with Series.
Creators can now link up to eight Reels to one full-length video. That turns the Reels feed into a trailer engine. Instagram always had elite discovery. It just had nowhere to send the attention. Now it does.
Series is the sleeper. Audiences binge formats, not posts. Microdramas proved it, and Instagram just built them a shelf.
The catch: no revenue share. Asking podcasters to upload 90-minute episodes without YouTube economics is asking them to do the expensive work for free.
My prediction: year one, creators treat Instagram as the front door and YouTube as the bank. That only flips when Meta pays for the long-form attention it captures.
The lesson for creators: build the show, not the post. Formats compound. Posts expire.
We need to give this a little room to breathe before declaring Instagram’s new formats a bad deal for creators.
Instagram is already paying select creators to participate, with reported deals ranging from $50,000 to $500,000. That’s not universal revenue sharing, but it’s also not entirely free labor.
YouTube launched in 2005 and didn’t introduce its Partner Program until 2007. Amazon took another approach with Video Direct in 2016, offering royalties, advertising revenue and a $1 million monthly incentive pool from day one. Different approaches to building an audience and then creator economics.
For creators already producing podcasts, interviews or other long-form content, Instagram offers another distribution opportunity. Existing sponsorships, embedded brand integrations and affiliate relationships can make that incremental reach commercially valuable without requiring net-new production – just not for everyone on day one.
I absolutely believe creators should be compensated for the value they generate. But Instagram is still testing whether audiences want this viewing experience, and we don’t even know what the advertising economics will look like. Let’s advocate for sustainable creator compensation without treating every early-stage product experiment as exploitation. Distribution has value, too, and not every platform needs to follow the same playbook.
My reaction is that Series solves an immediate creator problem, while Instagram’s 90-minute horizontal format is a bigger but less proven bet.
Series gives episodic Reels a dedicated home instead of asking viewers to find Part 2 in a feed. I expect that to encourage more recurring characters, tutorials, microdramas, and story arcs. For brands, it creates opportunities to support a narrative over several episodes rather than interrupt it once.
Long-form could have a larger economic impact. It gives podcasters, comedians, and storytellers a way to connect short-form discovery with full programs and potentially package sponsorships across Reels, episodes, and TV viewing. But Instagram still has to establish both the viewing habit and the business model. Long-form production requires more than additional upload capacity; it requires teams, budgets, and predictable returns.
In the near term, I expect established creators to redistribute shows they already produce, while Series sees broader adoption because it fits existing workflows. Original long-form made specifically for Instagram will grow only if repeat audiences and recurring monetization follow.
The creative shift will be from isolated posts toward connected formats. The economic question is whether Instagram can turn that continuity into dependable revenue for creators.
Ever since IGTV, Instagram has tried to get creators and consumers alike to adopt a long-form watch mentality. The business need is clear with YouTube the most-watched streamer on TV, and platforms like Tubi striking deals for creator-led long-form programming. Instagram wants its seat at the table.
The problem is the consumer mindset, rather than the content or the business case. On YouTube or Tubi, long-form viewing is already core to how users engage, so a creator-led business strategy just needs a strong content pipeline to meet demand. Instagram has a much harder task by needing to build that long-form content pipeline and change user behavior to consume it.
Series is the more interesting near-term opportunity. It leans into emerging content consumption behaviors, like the rise of micro-dramas, by creating an episodic experience around formats and behaviors users already actively engage with.
All in all, I’m in wait-and-see mode on long-form Instagram until it proves the behavior shift. But I’d be an early buyer on Series, partnering with creators on longer-term, episodic programs that give users something bingeable.
Instagram is paying select creators to bring long-form video onto the platform, reportedly with six-figure deals for some. That makes sense for getting established shows in front of new audiences. Those checks are a launch expense, though, and there’s still no announced revenue-sharing model for everyone else.
Features and Series give creators a way to move people from a clip into a full episode and bring them back for the next one. I’d want to know whether Instagram lets creators measure that path, because it’s the evidence they’ll need when they negotiate sponsorships or decide on another season.
When the initial deals expire, the shows that continue will be the ones whose Instagram audience generates enough revenue to fund the next season.
Courtney Canfield, Social Media & Influencer Marketing Consultant; Content Creator
Taking off my marketing hat and putting on my creator hat to say … We will “absolutely not” be doing long-form on IG. Instagram loves to pay creators to pour everything into a new feature, then pulls the rug out from under them. We saw this with the Bonus Program. Some creators got invited and some didn’t, then one day it vanished with no explanation. Meta also demonetizes people across platforms for no stated reason, and Facebook creators still can’t upload tax paperwork to get paid. One creator recently sued over $200K in withheld earnings and “won”.
Early long-form adopters will see inflated views, because that’s how Instagram bribes creators to adopt new features. Brands shouldn’t read those numbers as proof of anything substantial, and creators shouldn’t rework their strategy around long-form. This is just Instagram “trying” to go after YouTube, but they’re forgetting that YouTube has a monetization path with “clear” requirements, plus viewing on TVs, laptops, tablets and phones. Instagram will never be or have that. My prediction: a short burst of hype, then the same plummeting reach for everyone and the same excuses from Mosseri.
I think everyone’s going to look at this as Instagram trying to compete with YouTube, but honestly, I don’t think it’s that big of a deal.
We’ve seen this before with IGTV.
The problem creators have isn’t that they can’t upload a 90-minute video to Instagram. They can already do that on YouTube, where they actually get paid for the views.
Why would a creator invest all that time and money into producing long-form content for Instagram if there’s no real monetization behind it?
Funny enough, I actually think Series is the much more interesting feature. Getting someone to watch five or six Reels from the same creator back to back can be incredibly valuable. You’re turning someone who randomly discovered a video into an actual fan.
And from the business side, I don’t think either feature is suddenly going to bring a ton of new money into the Creator Economy. Brands aren’t going to double their budgets just because Instagram introduced another content format. If anything, they’ll expect creators to produce more content for the same money.
My prediction? Instagram gets more watch time, established creators get another platform to distribute content they were already making, and everyone else gets another thing they need to keep up with.
Until Instagram figures out how to actually pay creators for their content, I think Meta is going to benefit from this a lot more than creators will.
Series is the easier win for creators. Plenty of them already post recurring Reels, so an episode page people can binge makes those videos feel like a show (most of them are halfway there already).
The 90-minute format is more up in the air. It’s hard to say yet how it’s going to feel to people using Instagram. I get it for podcasters and anyone already shooting horizontal for YouTube – posting the same episode on Instagram costs them almost nothing, so most will. But the difference is intent. People open YouTube to watch something, which makes it more like Netflix or Hulu than a social feed. Most people open Instagram to scroll.
So until Instagram offers a revenue share, most of the money in long videos will come from brand sponsorships. Brands will spend more once they can see people still finding and watching those videos months after they’re posted, like they do on YouTube.
Instagram is making a serious play for long-form. With Features and Series, creators now have room to tell longer stories in front of one of the world’s largest audiences, in formats many already produce.
I expect creators to start thinking in episodes: Series to keep viewers watching, Reels as trailers for the full-length videos. But how much they invest will depend on how they get paid. YouTube’s AdSense pays for views before a creator ever lands a brand deal. Instagram is funding some creators during the test, which is a good start, but it isn’t a business model. Until there’s a clear revenue share, most creators will keep their best ideas on YouTube and use Instagram to give those episodes a second life.
The bigger shift, though, is commerce. People already discover products through content, so buying what’s on screen while watching a favorite creator on TV could turn longer videos into a real sales channel. If Instagram makes creators partners in that upside, its long-form push could finally stick.
This is Instagram going straight at YouTube. Ninety-minute horizontal video on the TV app is a play for podcasts, interviews and the deep-dive content that’s lived on YouTube forever. And Series is the sneaky-important part. If you can bundle Reels into something people binge, you’re building a body of work, not a feed.
Two things I think happen. Brand deals get deeper, because a 90-minute episode has room for an integration that sounds like a conversation, instead of a 30-second clip that’s forgotten the second it’s consumed. And long-form is what LLMs pull from. Ask ChatGPT for a recommendation and it draws from substantive content, not dance trends. Reddit and YouTube are among the most-cited sources in AI answers. As Instagram adds more long-form content, more creators may surface in those answers.
The bigger question is where creators put their time next, and how brands adapt as the line between short-form and long-form gets blurrier.
The expansion of long form onto the platform will really shake up the status quo for creators. We are going to see the gap widen between the creators who are true masters of their niche and everybody else. Short-form content can be valuable, but the format allows those who are only masquerading as subject-matter experts to play on the same field as the true experts. An AI-generated script, stitching together one line at a time, quick editing, punchy visuals, and no time to go beyond the surface: these tricks can hide a lack of actual knowledge. But there’s a big difference between being able to sound like an expert on a topic in 60-second segments and being able to create a 30-minute video diving deep into a subject. In every niche, the pool of true experts is smaller than most people think, and long-form will help the best rise to the top while those hacking their way to views will find themselves losing share of voice.
Instagram is moving onto YouTube’s turf, and I think it’s a smart move. Horizontal, 90-minute uploads tell podcasters, comedians and long-form storytellers that Instagram wants to be where they build deep connections with an audience, not just where they promote clips. Supporting the TV app matters too, because living-room viewing is where long-form watch time is growing fastest, and the ad dollars follow it.
Series is the quieter change, but it may matter more. Grouping Reels into bingeable collections turns one-off posts into episodic programming. That builds viewing habits, repeat viewers, and IP that creators can package for brands.
My prediction is that more creators will run multi-format businesses on one platform: short-form for discovery, Series to keep viewers coming back, and long-form to earn money. That should raise the ceiling on creator revenue and make income more predictable, which is exactly what makes creators investable. The open question is pay. Until Instagram offers long-form payouts that compete with YouTube’s, many creators will treat it as a second home rather than their main one. Still, when platforms compete for creators, creators win.
I’m excited anytime a platform gives creators more opportunities to reach people and experiment with what they make. I think a lot of creators have been overlooking the potential of long-form content. They’ve gotten very good at earning someone’s attention for 30 seconds, and some of them could make a show that same person would come back for every week. I understand why so many creators have prioritized the platforms where they’ve already found success. Building an audience and establishing a presence on another platform takes time and commitment. And even if someone loves your Reels, asking them to stop scrolling, open another app, and find you there gives them three chances to move on. I think that’s where Instagram can change what creators are willing to make. You can keep making the short-form content you enjoy, while experimenting with a series, video podcast, or even a film with the audience you’ve already built.
Platforms reward the creators and formats that keep people on the app, and long-form video does exactly that. It’s a win for Instagram, but it’s an even bigger opportunity for creators. Short-form is great for discovery. Long-form is where a casual audience turns into a community that’s invested, sticks around and buys in.
I expect monetization to come next. If Instagram adds meaningful ad revenue sharing for long-form, it could become a major new income stream and push short-form creators to rethink their strategies without leaving the platform.
The real challenge is user behavior. People open Instagram for quick hits, not 90-minute episodes, so success depends on whether Instagram can retrain how its audience watches. Series is a smart step toward that because it makes content bingeable. With podcasts now streaming on Netflix, Instagram isn’t just competing with TikTok and YouTube anymore. It’s going after the streamers.
It’s interesting to see Instagram go back to long-form. They closed IGTV (remember that?) about four years ago to focus on short form with Reels. But I think the context is different this time. There’s a wider appetite for depth right now, whether that’s anti-AI content, more behind-the-scenes footage that shows human craftsmanship, or people getting interested in making things by hand again. We’re already seeing audiences go looking for deeper dives on Substack, so it makes sense that our viewing habits might follow.
The other piece is that traditional streaming platforms feel a lot less disruptive than they used to. That leaves a gap for social platforms to own a TV-style entertainment slot, and they’re in a strong position to do so, as the creators and talent are already there making high-quality work.
That’s a big opportunity for smaller creators in particular. It’s a chance to be less gatekept, and if Instagram eventually builds monetization around long-form, such as paid subscriptions, there’s room for creators to premiumize and charge more for what they make.
But there’s a big question around who actually benefits from that extra viewing time. Longer content takes a lot more work, and deeper attention doesn’t automatically mean more creator income. Instagram hasn’t yet set out a clear ad-revenue model for the new features, so a lot will depend on whether creators can bring in brand partners or find other ways to earn from their most loyal audiences.
First of all, I absolutely love how Mosseri and the Meta team announced the Features feature, by actually using it, followed by Mosseri’s own long-form horizontal day-in-the-life style video on Rings Celebration day.
Clicking in, what fascinates me is how these updates mirror a television and YouTube experience, giving creators more room in people’s lives and on their screens.
I predict more creator-led shows, movie-length content, longer-running series and video podcasts on Instagram, with short-form still doing the critical work of the trailer and teaser. The hook gets someone interested; the full episode gives them a reason to stay. This could also drive adoption of Instagram for TV, with more programming people want to settle in and watch on a bigger screen.
Soon, the answer to “Where can I watch that show or movie?” might be Instagram. After all, it is called “Features” too.
For brands, the opportunity is to back and co-develop programming people want to spend time with, building creator partnerships beyond individual short posts. It’s a rare opportunity to reach social audiences ready to settle in and pay attention, but more room to tell stories raises the expectation to tell stories worth watching.
I would look at these two updates as Instagram signaling that it wants to become more than a short-form discovery platform. It’s making a play for deeper content consumption and stronger creator relationships.
The 90-minute horizontal video format is particularly interesting. It opens the door for creators to bring more of their long-form content to Instagram, whether that’s podcasts, interviews, commentary, or storytelling, without having to redirect their audiences to YouTube. That said, Instagram will need to prove that users are willing to change their viewing habits and spend time consuming longer content in an environment they’ve traditionally associated with quick, vertical videos.
The Series feature is a different but equally interesting move. Organizing Reels into bingeable collections gives creators another way to build recurring audiences, extend the lifespan of their content, and encourage repeat engagement.
My prediction is that these features will create more opportunities for creators to diversify their content strategies, but they won’t replace the formats that made Instagram successful. Short-form video will remain critical for discovery, while longer content and curated series will increasingly serve audience retention and community building. For brands, this could also mean more opportunities to partner with creators around deeper, more integrated storytelling rather than one-off sponsored posts.
These updates signal a significant shift in how Instagram wants to compete for creator attention and audience consumption. Long-form video lets creators build deeper relationships with audiences, while Series creates a more intentional way to package content, build recurring viewership, and develop IP around their personalities.
From a talent management perspective, one of the biggest opportunities is to connect long-form and short-form content. Creators already use clips and snippets from longer videos to drive discovery, and Instagram now has the potential to bring the entire ecosystem under one roof. I predict that short-form will increasingly serve as the discovery engine for long-form storytelling, creating a more connected content strategy across the platform.
My reaction is positive. This feels like another serious attempt to challenge YouTube’s monopoly on long-form horizontal video, and competition is good for creators.
More distribution options mean more opportunities to reach audiences, test formats, and build direct relationships. But there is one major problem: user behavior.
People are not trained to open Instagram and watch a 60- or 90-minute video. That habit belongs almost entirely to YouTube. Building a new viewing behavior will take time.
For businesses, though, the opportunity is already interesting. Long-form Instagram content can become another entry point into a sales funnel, especially when combined with Reels and the new Series feature, which makes content easier to organize and binge.
For creators who depend primarily on platform monetization, memberships, live revenue, and superfans, Instagram still has much less to offer than YouTube.
So I see this as another attempt to kill the king. Maybe YouTube does not lose the throne, but stronger competition should force a response: better products, better monetization, and more opportunities for creators.
This is Instagram admitting what the podcast industry already knows: video is crucial to podcast consumption, and audiences want the full episode, not only the clips. Creators will test these new features quickly, but adoption will hinge on monetization. If Instagram pairs it with real revenue share, it becomes a serious second home for video podcasts.
From the perspective of content creators, this launch is a huge miss. While the Series tool is a welcome, overdue fix to organize serialized vertical content, I’m already seeing widespread pushback over the lack of monetization for longer, horizontal 90-minute videos. From the viewer’s side, it remains to be seen whether Instagram users will actually migrate toward a lean-back, TV viewing experience. What is for sure is that without direct revenue sharing, creators will simply treat Instagram as a secondary platform rather than a primary destination.
Do people recall something called IGTV? I don’t want to mince words here – Instagram’s decision to launch long-form (up to 90 minutes) without a clear plan to compensate creators for their creativity and time is the age-old story of Meta prioritizing profits over content creators. The argument that Instagram is for reach, while YouTube is for revenue and long-term sustainability works when IG functions as a short-form + promotional content platform for creators. When they tread into the world of long-form, that needs to be backed with revenue sharing with creators. Is IG crucial to a creator’s distribution play? Yes. Is it essential to long-form distribution? No. Not unless they are ready to share revenue with creators long term.
IG knows that a network effect is really hard to start. Even when they’re a platform as big as they are. How do you get creators to come to IG for long form? It’s pretty tough.
One way is to create a propaganda campaign, co-opting the largest, most respected creator-leaders in the industry. Then paying big creators in secret to post on the platform, and use their views as social proof to get other creators to post for free.
That’s the route they’ve chosen. It’s a poor look for IG and for those supporting their efforts. There’s a simple way to value creators – show that you want a win-win, with advertising revenue sharing.
I think it’s smart. People are looking for longer content on Instagram, and Instagram knows how to serve a mobile consumer.
Every platform used to have its specialty format. Instagram was photos, YouTube was long-form, TikTok was the vertical feed. That’s gone. They’re all homogenous now, so what separates them isn’t the format, it’s the audience and who the creator has a relationship with. YouTube is going to remain the undeniable winner for a lot of video content, but there’s room for other apps.
The part people underrate here is the clips. A 90-minute video isn’t what travels. The 40-second cut from minute 62 is what travels. Series makes that explicit. The Reel is the trailer and the long video is where you want people to end up.
That’s the measurement problem too. Most tools count the clip and the full episode as two unrelated posts.
The biggest opportunity isn’t longer videos. It’s creating content that also influences what AI shopping assistants recommend and personal agents like Meta’s Muse buy tomorrow.
Instagram’s 90-minute video format and Series feature could transform fleeting attention into deeper product education, reviews, and trust.
For CPG brands, I’d test short Reels introducing real buying questions, followed by expert-led videos answering them in depth. Think YouTube Shorts paired with long-form reviews.
Here’s my prediction: Instagram could become for Meta AI and Muse what YouTube is increasingly becoming for large language models like Gemini, a source of trusted product reviews and buying advice.
Muse can already turn saved Instagram recipe Reels into grocery lists …
The next competitive advantage isn’t just reaching shoppers. It’s becoming a brand their AI agents choose.
Video is where the views are right now, from a 15-second Reel to a 90-minute upload. So it makes sense that Instagram wants long-form content on the platform. The trade-off is what it does to the feed. By Meta’s own numbers, friends were already down to 7% of time spent on Instagram last year. Features and Series push them further down. When the big apps turn into TV, people still want one place where they see the people they actually know.
Kayla Morán, Founder and Managing Attorney, Kayla Moran Law
I’m excited about the organization into series and collections. Most creators and business owners have multiple content pillars and this makes it easier for audiences to find what they’re looking for or discover new content.
As for the long form, I like the idea but I do think 90 minutes is “long” to keep us on the platform and I also don’t think they plan to monetize it which is not going to encourage people to use it. It just feels like a way to get people away from other platforms and I don’t know how much people will use it, except maybe as crossposts because the ad revenue on other platforms is what keeps the tool in circulation. I think 10 minutes would have been enough, or maybe 30 too.
Rayna Hoffman, Head of Global Influencer Marketing and Public Relations,Doona
After years of Twitter-era brevity, shrinking attention spans, and an obsession with virality, platforms like Substack have demonstrated a renewed appetite for more thoughtful, in-depth content. Instagram seems to be responding to that shift, but will it last?
I’m particularly interested in Series. There’s a difference between capturing someone’s attention and giving them a reason to return. For creators, this could mean moving beyond individual viral moments toward building recognizable formats and more invested audiences.
Long-form video raises another question. Instagram is entering territory YouTube has spent years cultivating, but can it establish the viewing habits and monetization opportunities needed to make creators invest in longer productions?
From a brand perspective, I’m curious whether this will encourage more recurring partnerships and a greater emphasis on audience loyalty over impressions.
The appetite for depth seems to be returning. Whether that translates into lasting behavioral change, along with monetization on Instagram is what I’m watching.
I think Instagram is making a pretty smart move here. We’ve spent so much time focusing on short-form content, getting people to stop scrolling, and trying to capture someone’s attention in the first three seconds. But I think people are starting to want more from the creators they follow.
What I love about long-form content is the opportunity to show more personality. People want to feel connected to the person behind the content, and sometimes a 15-second Reel doesn’t give you enough room to tell the full story.
I’m especially interested in the Series feature because I think there’s something powerful about giving people a reason to come back. Whether it’s a creator sharing their everyday life or a brand taking people behind the scenes, having a consistent story to follow makes the content feel more personal.
On the brand side, I think we’re going to see a shift toward longer-term partnerships. Instead of paying creators for one sponsored Reel, brands have an opportunity to become part of an ongoing story. And personally, I think those partnerships feel a lot more authentic when they’re done right.
My biggest question is how Instagram plans to support creators financially. Longer content takes more time, effort, and resources, and I think compensation needs to reflect that.
I don’t think short-form content is going anywhere, but I do think we’re entering a space where getting views isn’t enough anymore. It’s about giving people a reason to stay, connect, and keep coming back. And that’s something I think both creators and brands should be paying attention to.
I think we’re witnessing Instagram’s biggest identity shift in years. With 90-minute videos and Reel series, Instagram isn’t just competing with TikTok anymore. It’s coming for YouTube. For years, creators were rewarded for capturing attention in seconds. Now, Instagram is betting on keeping audiences engaged for much longer.
My prediction? We’ll see more brands and creators becoming media companies, producing original shows, documentaries, and recurring series that give audiences a reason to return. But here’s the challenge: Adding longer videos is easy. Convincing a generation trained to scroll to actually sit and watch is another story.
Whilst it hasn’t reached the UK yet, I think it tells us everything about where the platform is heading. Video isn’t one option among many anymore, it’s the front door. If your content doesn’t grab attention in the first second, look native to a phone and work on mute, it’s going to get scrolled past. And recycled TikToks? They were never going to cut it. Carousels still have a place with loyal followers, but discovery now lives in Reels.
What excites me more is Series, which lets creators group Reels into episodes people can binge and save. It’s only with select creators for now, but I see it as Meta rewarding accounts that give people a reason to come back and shows the power of episodic content isn’t stopping any time soon. My advice? Stop chasing one viral hit and start building something worth tuning in for.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Instagram is rolling out two new features aimed at longer-form content. The first is “Features,” a horizontal video format that supports uploads of up to 90 minutes, designed for podcasters, comedians, and extended storytelling. It is launching for select creators in the U.S. and Brazil, with viewing available on mobile phones and Instagram’s TV app. The second, “Series,” lets creators group related Reels into dedicated collections for sequential viewing.
We asked 32 industry professionals for their reaction to both features and their predictions for how the changes will affect content creation and the Creator Economy.
Daniel Caldas, Founder, Caldas Ecom
Meta is finally admitting doomscrolling has limits, and that not all eyeballs are equal. Short-form is top-of-funnel, and long-form is the middle, building trust and warming users down the bottom to convert. Short-form-first platforms miss a chunk of the customer journey and, beyond impulse buys, they rarely close the gap from awareness to conversion.
Both features, plus the Instagram Apple TV app released in October, are retention plays to close that gap and take on YouTube, which vertically integrated the opposite way with Shorts in 2021 and hit a record 15.8% of U.S. TV viewing in August.
According to Business Insider, Instagram is paying select YouTubers $50K to $500K to post videos on Features the same day, non-exclusively. Meta tested YouTube’s 55% ad revenue share on IGTV in 2020 and still shut the format down in 2022. Yet Features and Series are launching without monetization.
I predict YouTubers and podcasters will gain leverage to lift their Instagram numbers, since syndicating finished masters costs nothing, and new formats usually get an algorithmic boost window. For short-form natives, it’s a harder sell: 90 minutes instead of 90 seconds, without pay beyond their brand deals, so they’ll probably stick with Series.
Tobias Hoss, Co-Founder, Senior Advisor, Tentpole Studios
The 90 minutes isn’t the story. The plumbing is.
Creators can now link up to eight Reels to one full-length video. That turns the Reels feed into a trailer engine. Instagram always had elite discovery. It just had nowhere to send the attention. Now it does.
Series is the sleeper. Audiences binge formats, not posts. Microdramas proved it, and Instagram just built them a shelf.
The catch: no revenue share. Asking podcasters to upload 90-minute episodes without YouTube economics is asking them to do the expensive work for free.
My prediction: year one, creators treat Instagram as the front door and YouTube as the bank. That only flips when Meta pays for the long-form attention it captures.
The lesson for creators: build the show, not the post. Formats compound. Posts expire.
Jessica Thorpe, CEO, partnrUP
We need to give this a little room to breathe before declaring Instagram’s new formats a bad deal for creators.
Instagram is already paying select creators to participate, with reported deals ranging from $50,000 to $500,000. That’s not universal revenue sharing, but it’s also not entirely free labor.
YouTube launched in 2005 and didn’t introduce its Partner Program until 2007. Amazon took another approach with Video Direct in 2016, offering royalties, advertising revenue and a $1 million monthly incentive pool from day one. Different approaches to building an audience and then creator economics.
For creators already producing podcasts, interviews or other long-form content, Instagram offers another distribution opportunity. Existing sponsorships, embedded brand integrations and affiliate relationships can make that incremental reach commercially valuable without requiring net-new production – just not for everyone on day one.
I absolutely believe creators should be compensated for the value they generate. But Instagram is still testing whether audiences want this viewing experience, and we don’t even know what the advertising economics will look like. Let’s advocate for sustainable creator compensation without treating every early-stage product experiment as exploitation. Distribution has value, too, and not every platform needs to follow the same playbook.
Fabio Gonçalves, Director of Talent, Viral Nation
My reaction is that Series solves an immediate creator problem, while Instagram’s 90-minute horizontal format is a bigger but less proven bet.
Series gives episodic Reels a dedicated home instead of asking viewers to find Part 2 in a feed. I expect that to encourage more recurring characters, tutorials, microdramas, and story arcs. For brands, it creates opportunities to support a narrative over several episodes rather than interrupt it once.
Long-form could have a larger economic impact. It gives podcasters, comedians, and storytellers a way to connect short-form discovery with full programs and potentially package sponsorships across Reels, episodes, and TV viewing. But Instagram still has to establish both the viewing habit and the business model. Long-form production requires more than additional upload capacity; it requires teams, budgets, and predictable returns.
In the near term, I expect established creators to redistribute shows they already produce, while Series sees broader adoption because it fits existing workflows. Original long-form made specifically for Instagram will grow only if repeat audiences and recurring monetization follow.
The creative shift will be from isolated posts toward connected formats. The economic question is whether Instagram can turn that continuity into dependable revenue for creators.
Ari Berkowitz, Head of Creator Solutions, PMG
Ever since IGTV, Instagram has tried to get creators and consumers alike to adopt a long-form watch mentality. The business need is clear with YouTube the most-watched streamer on TV, and platforms like Tubi striking deals for creator-led long-form programming. Instagram wants its seat at the table.
The problem is the consumer mindset, rather than the content or the business case. On YouTube or Tubi, long-form viewing is already core to how users engage, so a creator-led business strategy just needs a strong content pipeline to meet demand. Instagram has a much harder task by needing to build that long-form content pipeline and change user behavior to consume it.
Series is the more interesting near-term opportunity. It leans into emerging content consumption behaviors, like the rise of micro-dramas, by creating an episodic experience around formats and behaviors users already actively engage with.
All in all, I’m in wait-and-see mode on long-form Instagram until it proves the behavior shift. But I’d be an early buyer on Series, partnering with creators on longer-term, episodic programs that give users something bingeable.
Josh Stein, Founder and CEO, Attention Capital
Instagram is paying select creators to bring long-form video onto the platform, reportedly with six-figure deals for some. That makes sense for getting established shows in front of new audiences. Those checks are a launch expense, though, and there’s still no announced revenue-sharing model for everyone else.
Features and Series give creators a way to move people from a clip into a full episode and bring them back for the next one. I’d want to know whether Instagram lets creators measure that path, because it’s the evidence they’ll need when they negotiate sponsorships or decide on another season.
When the initial deals expire, the shows that continue will be the ones whose Instagram audience generates enough revenue to fund the next season.
Courtney Canfield, Social Media & Influencer Marketing Consultant; Content Creator
Taking off my marketing hat and putting on my creator hat to say … We will “absolutely not” be doing long-form on IG. Instagram loves to pay creators to pour everything into a new feature, then pulls the rug out from under them. We saw this with the Bonus Program. Some creators got invited and some didn’t, then one day it vanished with no explanation. Meta also demonetizes people across platforms for no stated reason, and Facebook creators still can’t upload tax paperwork to get paid. One creator recently sued over $200K in withheld earnings and “won”.
Early long-form adopters will see inflated views, because that’s how Instagram bribes creators to adopt new features. Brands shouldn’t read those numbers as proof of anything substantial, and creators shouldn’t rework their strategy around long-form. This is just Instagram “trying” to go after YouTube, but they’re forgetting that YouTube has a monetization path with “clear” requirements, plus viewing on TVs, laptops, tablets and phones. Instagram will never be or have that. My prediction: a short burst of hype, then the same plummeting reach for everyone and the same excuses from Mosseri.
My long-form stays on YouTube, thanks very much.
AB Lieberman, CEO, Clicks Talent
I think everyone’s going to look at this as Instagram trying to compete with YouTube, but honestly, I don’t think it’s that big of a deal.
We’ve seen this before with IGTV.
The problem creators have isn’t that they can’t upload a 90-minute video to Instagram. They can already do that on YouTube, where they actually get paid for the views.
Why would a creator invest all that time and money into producing long-form content for Instagram if there’s no real monetization behind it?
Funny enough, I actually think Series is the much more interesting feature. Getting someone to watch five or six Reels from the same creator back to back can be incredibly valuable. You’re turning someone who randomly discovered a video into an actual fan.
And from the business side, I don’t think either feature is suddenly going to bring a ton of new money into the Creator Economy. Brands aren’t going to double their budgets just because Instagram introduced another content format. If anything, they’ll expect creators to produce more content for the same money.
My prediction? Instagram gets more watch time, established creators get another platform to distribute content they were already making, and everyone else gets another thing they need to keep up with.
Until Instagram figures out how to actually pay creators for their content, I think Meta is going to benefit from this a lot more than creators will.
Race Johnson, Co-Founder, Pixly
Series is the easier win for creators. Plenty of them already post recurring Reels, so an episode page people can binge makes those videos feel like a show (most of them are halfway there already).
The 90-minute format is more up in the air. It’s hard to say yet how it’s going to feel to people using Instagram. I get it for podcasters and anyone already shooting horizontal for YouTube – posting the same episode on Instagram costs them almost nothing, so most will. But the difference is intent. People open YouTube to watch something, which makes it more like Netflix or Hulu than a social feed. Most people open Instagram to scroll.
So until Instagram offers a revenue share, most of the money in long videos will come from brand sponsorships. Brands will spend more once they can see people still finding and watching those videos months after they’re posted, like they do on YouTube.
Josephine Wong, Chief Revenue Officer, POP.STORE
Instagram is making a serious play for long-form. With Features and Series, creators now have room to tell longer stories in front of one of the world’s largest audiences, in formats many already produce.
I expect creators to start thinking in episodes: Series to keep viewers watching, Reels as trailers for the full-length videos. But how much they invest will depend on how they get paid. YouTube’s AdSense pays for views before a creator ever lands a brand deal. Instagram is funding some creators during the test, which is a good start, but it isn’t a business model. Until there’s a clear revenue share, most creators will keep their best ideas on YouTube and use Instagram to give those episodes a second life.
The bigger shift, though, is commerce. People already discover products through content, so buying what’s on screen while watching a favorite creator on TV could turn longer videos into a real sales channel. If Instagram makes creators partners in that upside, its long-form push could finally stick.
Tom Costello, Director of Sales, RAD Amplify
This is Instagram going straight at YouTube. Ninety-minute horizontal video on the TV app is a play for podcasts, interviews and the deep-dive content that’s lived on YouTube forever. And Series is the sneaky-important part. If you can bundle Reels into something people binge, you’re building a body of work, not a feed.
Two things I think happen. Brand deals get deeper, because a 90-minute episode has room for an integration that sounds like a conversation, instead of a 30-second clip that’s forgotten the second it’s consumed. And long-form is what LLMs pull from. Ask ChatGPT for a recommendation and it draws from substantive content, not dance trends. Reddit and YouTube are among the most-cited sources in AI answers. As Instagram adds more long-form content, more creators may surface in those answers.
The bigger question is where creators put their time next, and how brands adapt as the line between short-form and long-form gets blurrier.
Matt Peters, President & Managing Partner, 71 West
The expansion of long form onto the platform will really shake up the status quo for creators. We are going to see the gap widen between the creators who are true masters of their niche and everybody else. Short-form content can be valuable, but the format allows those who are only masquerading as subject-matter experts to play on the same field as the true experts. An AI-generated script, stitching together one line at a time, quick editing, punchy visuals, and no time to go beyond the surface: these tricks can hide a lack of actual knowledge. But there’s a big difference between being able to sound like an expert on a topic in 60-second segments and being able to create a 30-minute video diving deep into a subject. In every niche, the pool of true experts is smaller than most people think, and long-form will help the best rise to the top while those hacking their way to views will find themselves losing share of voice.
Sarah McNabb, Chief Marketing Officer, GigaStar
Instagram is moving onto YouTube’s turf, and I think it’s a smart move. Horizontal, 90-minute uploads tell podcasters, comedians and long-form storytellers that Instagram wants to be where they build deep connections with an audience, not just where they promote clips. Supporting the TV app matters too, because living-room viewing is where long-form watch time is growing fastest, and the ad dollars follow it.
Series is the quieter change, but it may matter more. Grouping Reels into bingeable collections turns one-off posts into episodic programming. That builds viewing habits, repeat viewers, and IP that creators can package for brands.
My prediction is that more creators will run multi-format businesses on one platform: short-form for discovery, Series to keep viewers coming back, and long-form to earn money. That should raise the ceiling on creator revenue and make income more predictable, which is exactly what makes creators investable. The open question is pay. Until Instagram offers long-form payouts that compete with YouTube’s, many creators will treat it as a second home rather than their main one. Still, when platforms compete for creators, creators win.
RJ Larese, President, Sixteenth US
I’m excited anytime a platform gives creators more opportunities to reach people and experiment with what they make. I think a lot of creators have been overlooking the potential of long-form content. They’ve gotten very good at earning someone’s attention for 30 seconds, and some of them could make a show that same person would come back for every week. I understand why so many creators have prioritized the platforms where they’ve already found success. Building an audience and establishing a presence on another platform takes time and commitment. And even if someone loves your Reels, asking them to stop scrolling, open another app, and find you there gives them three chances to move on. I think that’s where Instagram can change what creators are willing to make. You can keep making the short-form content you enjoy, while experimenting with a series, video podcast, or even a film with the audience you’ve already built.
Becca Bahrke, CEO, Illuminate Social
Platforms reward the creators and formats that keep people on the app, and long-form video does exactly that. It’s a win for Instagram, but it’s an even bigger opportunity for creators. Short-form is great for discovery. Long-form is where a casual audience turns into a community that’s invested, sticks around and buys in.
I expect monetization to come next. If Instagram adds meaningful ad revenue sharing for long-form, it could become a major new income stream and push short-form creators to rethink their strategies without leaving the platform.
The real challenge is user behavior. People open Instagram for quick hits, not 90-minute episodes, so success depends on whether Instagram can retrain how its audience watches. Series is a smart step toward that because it makes content bingeable. With podcasts now streaming on Netflix, Instagram isn’t just competing with TikTok and YouTube anymore. It’s going after the streamers.
Miranda Harle, Head of Content Strategy, Buttermilk
It’s interesting to see Instagram go back to long-form. They closed IGTV (remember that?) about four years ago to focus on short form with Reels. But I think the context is different this time. There’s a wider appetite for depth right now, whether that’s anti-AI content, more behind-the-scenes footage that shows human craftsmanship, or people getting interested in making things by hand again. We’re already seeing audiences go looking for deeper dives on Substack, so it makes sense that our viewing habits might follow.
The other piece is that traditional streaming platforms feel a lot less disruptive than they used to. That leaves a gap for social platforms to own a TV-style entertainment slot, and they’re in a strong position to do so, as the creators and talent are already there making high-quality work.
That’s a big opportunity for smaller creators in particular. It’s a chance to be less gatekept, and if Instagram eventually builds monetization around long-form, such as paid subscriptions, there’s room for creators to premiumize and charge more for what they make.
But there’s a big question around who actually benefits from that extra viewing time. Longer content takes a lot more work, and deeper attention doesn’t automatically mean more creator income. Instagram hasn’t yet set out a clear ad-revenue model for the new features, so a lot will depend on whether creators can bring in brand partners or find other ways to earn from their most loyal audiences.
Alexandra Mathieu, VP of Strategy and Creative, Open Influence
First of all, I absolutely love how Mosseri and the Meta team announced the Features feature, by actually using it, followed by Mosseri’s own long-form horizontal day-in-the-life style video on Rings Celebration day.
Clicking in, what fascinates me is how these updates mirror a television and YouTube experience, giving creators more room in people’s lives and on their screens.
I predict more creator-led shows, movie-length content, longer-running series and video podcasts on Instagram, with short-form still doing the critical work of the trailer and teaser. The hook gets someone interested; the full episode gives them a reason to stay. This could also drive adoption of Instagram for TV, with more programming people want to settle in and watch on a bigger screen.
Soon, the answer to “Where can I watch that show or movie?” might be Instagram. After all, it is called “Features” too.
For brands, the opportunity is to back and co-develop programming people want to spend time with, building creator partnerships beyond individual short posts. It’s a rare opportunity to reach social audiences ready to settle in and pay attention, but more room to tell stories raises the expectation to tell stories worth watching.
Orad Eldar, VP Media, Moburst
I would look at these two updates as Instagram signaling that it wants to become more than a short-form discovery platform. It’s making a play for deeper content consumption and stronger creator relationships.
The 90-minute horizontal video format is particularly interesting. It opens the door for creators to bring more of their long-form content to Instagram, whether that’s podcasts, interviews, commentary, or storytelling, without having to redirect their audiences to YouTube. That said, Instagram will need to prove that users are willing to change their viewing habits and spend time consuming longer content in an environment they’ve traditionally associated with quick, vertical videos.
The Series feature is a different but equally interesting move. Organizing Reels into bingeable collections gives creators another way to build recurring audiences, extend the lifespan of their content, and encourage repeat engagement.
My prediction is that these features will create more opportunities for creators to diversify their content strategies, but they won’t replace the formats that made Instagram successful. Short-form video will remain critical for discovery, while longer content and curated series will increasingly serve audience retention and community building. For brands, this could also mean more opportunities to partner with creators around deeper, more integrated storytelling rather than one-off sponsored posts.
Kaylee Corrato, Talent Manager, Greenlight Group
These updates signal a significant shift in how Instagram wants to compete for creator attention and audience consumption. Long-form video lets creators build deeper relationships with audiences, while Series creates a more intentional way to package content, build recurring viewership, and develop IP around their personalities.
From a talent management perspective, one of the biggest opportunities is to connect long-form and short-form content. Creators already use clips and snippets from longer videos to drive discovery, and Instagram now has the potential to bring the entire ecosystem under one roof. I predict that short-form will increasingly serve as the discovery engine for long-form storytelling, creating a more connected content strategy across the platform.
Andrii Salii, Production Coordinator, MIA Studio
My reaction is positive. This feels like another serious attempt to challenge YouTube’s monopoly on long-form horizontal video, and competition is good for creators.
More distribution options mean more opportunities to reach audiences, test formats, and build direct relationships. But there is one major problem: user behavior.
People are not trained to open Instagram and watch a 60- or 90-minute video. That habit belongs almost entirely to YouTube. Building a new viewing behavior will take time.
For businesses, though, the opportunity is already interesting. Long-form Instagram content can become another entry point into a sales funnel, especially when combined with Reels and the new Series feature, which makes content easier to organize and binge.
For creators who depend primarily on platform monetization, memberships, live revenue, and superfans, Instagram still has much less to offer than YouTube.
So I see this as another attempt to kill the king. Maybe YouTube does not lose the throne, but stronger competition should force a response: better products, better monetization, and more opportunities for creators.
That alone makes this a win.
Moorea Mongelli, Head of Podcasting, Underscore Talent
This is Instagram admitting what the podcast industry already knows: video is crucial to podcast consumption, and audiences want the full episode, not only the clips. Creators will test these new features quickly, but adoption will hinge on monetization. If Instagram pairs it with real revenue share, it becomes a serious second home for video podcasts.
Victor Potrel, Executive, External Strategy, TheSoul Group
From the perspective of content creators, this launch is a huge miss. While the Series tool is a welcome, overdue fix to organize serialized vertical content, I’m already seeing widespread pushback over the lack of monetization for longer, horizontal 90-minute videos. From the viewer’s side, it remains to be seen whether Instagram users will actually migrate toward a lean-back, TV viewing experience. What is for sure is that without direct revenue sharing, creators will simply treat Instagram as a secondary platform rather than a primary destination.
Aditi Rajvanshi, Head of Strategy, Portal A
Do people recall something called IGTV? I don’t want to mince words here – Instagram’s decision to launch long-form (up to 90 minutes) without a clear plan to compensate creators for their creativity and time is the age-old story of Meta prioritizing profits over content creators. The argument that Instagram is for reach, while YouTube is for revenue and long-term sustainability works when IG functions as a short-form + promotional content platform for creators. When they tread into the world of long-form, that needs to be backed with revenue sharing with creators. Is IG crucial to a creator’s distribution play? Yes. Is it essential to long-form distribution? No. Not unless they are ready to share revenue with creators long term.
Oliver Gilpin, CEO, Telos Media
IG knows that a network effect is really hard to start. Even when they’re a platform as big as they are. How do you get creators to come to IG for long form? It’s pretty tough.
One way is to create a propaganda campaign, co-opting the largest, most respected creator-leaders in the industry. Then paying big creators in secret to post on the platform, and use their views as social proof to get other creators to post for free.
That’s the route they’ve chosen. It’s a poor look for IG and for those supporting their efforts. There’s a simple way to value creators – show that you want a win-win, with advertising revenue sharing.
Nick Cicero, Founder, Mondo Metrics
I think it’s smart. People are looking for longer content on Instagram, and Instagram knows how to serve a mobile consumer.
Every platform used to have its specialty format. Instagram was photos, YouTube was long-form, TikTok was the vertical feed. That’s gone. They’re all homogenous now, so what separates them isn’t the format, it’s the audience and who the creator has a relationship with. YouTube is going to remain the undeniable winner for a lot of video content, but there’s room for other apps.
The part people underrate here is the clips. A 90-minute video isn’t what travels. The 40-second cut from minute 62 is what travels. Series makes that explicit. The Reel is the trailer and the long video is where you want people to end up.
That’s the measurement problem too. Most tools count the clip and the full episode as two unrelated posts.
Andri Sadlak, Agentic Commerce Architect, Founder & CEO, ARTAN AI
The biggest opportunity isn’t longer videos. It’s creating content that also influences what AI shopping assistants recommend and personal agents like Meta’s Muse buy tomorrow.
Instagram’s 90-minute video format and Series feature could transform fleeting attention into deeper product education, reviews, and trust.
For CPG brands, I’d test short Reels introducing real buying questions, followed by expert-led videos answering them in depth. Think YouTube Shorts paired with long-form reviews.
Here’s my prediction: Instagram could become for Meta AI and Muse what YouTube is increasingly becoming for large language models like Gemini, a source of trusted product reviews and buying advice.
Muse can already turn saved Instagram recipe Reels into grocery lists …
The next competitive advantage isn’t just reaching shoppers. It’s becoming a brand their AI agents choose.
Ben Moore, Managing Director US, BeReal
Video is where the views are right now, from a 15-second Reel to a 90-minute upload. So it makes sense that Instagram wants long-form content on the platform. The trade-off is what it does to the feed. By Meta’s own numbers, friends were already down to 7% of time spent on Instagram last year. Features and Series push them further down. When the big apps turn into TV, people still want one place where they see the people they actually know.
Kayla Morán, Founder and Managing Attorney, Kayla Moran Law
I’m excited about the organization into series and collections. Most creators and business owners have multiple content pillars and this makes it easier for audiences to find what they’re looking for or discover new content.
As for the long form, I like the idea but I do think 90 minutes is “long” to keep us on the platform and I also don’t think they plan to monetize it which is not going to encourage people to use it. It just feels like a way to get people away from other platforms and I don’t know how much people will use it, except maybe as crossposts because the ad revenue on other platforms is what keeps the tool in circulation. I think 10 minutes would have been enough, or maybe 30 too.
Rayna Hoffman, Head of Global Influencer Marketing and Public Relations, Doona
After years of Twitter-era brevity, shrinking attention spans, and an obsession with virality, platforms like Substack have demonstrated a renewed appetite for more thoughtful, in-depth content. Instagram seems to be responding to that shift, but will it last?
I’m particularly interested in Series. There’s a difference between capturing someone’s attention and giving them a reason to return. For creators, this could mean moving beyond individual viral moments toward building recognizable formats and more invested audiences.
Long-form video raises another question. Instagram is entering territory YouTube has spent years cultivating, but can it establish the viewing habits and monetization opportunities needed to make creators invest in longer productions?
From a brand perspective, I’m curious whether this will encourage more recurring partnerships and a greater emphasis on audience loyalty over impressions.
The appetite for depth seems to be returning. Whether that translates into lasting behavioral change, along with monetization on Instagram is what I’m watching.
Cedric Burgan, Founder & CEO, Haus Of CLB
I think Instagram is making a pretty smart move here. We’ve spent so much time focusing on short-form content, getting people to stop scrolling, and trying to capture someone’s attention in the first three seconds. But I think people are starting to want more from the creators they follow.
What I love about long-form content is the opportunity to show more personality. People want to feel connected to the person behind the content, and sometimes a 15-second Reel doesn’t give you enough room to tell the full story.
I’m especially interested in the Series feature because I think there’s something powerful about giving people a reason to come back. Whether it’s a creator sharing their everyday life or a brand taking people behind the scenes, having a consistent story to follow makes the content feel more personal.
On the brand side, I think we’re going to see a shift toward longer-term partnerships. Instead of paying creators for one sponsored Reel, brands have an opportunity to become part of an ongoing story. And personally, I think those partnerships feel a lot more authentic when they’re done right.
My biggest question is how Instagram plans to support creators financially. Longer content takes more time, effort, and resources, and I think compensation needs to reflect that.
I don’t think short-form content is going anywhere, but I do think we’re entering a space where getting views isn’t enough anymore. It’s about giving people a reason to stay, connect, and keep coming back. And that’s something I think both creators and brands should be paying attention to.
Greg Jones, Head of Commerce, Ingenius
I think we’re witnessing Instagram’s biggest identity shift in years. With 90-minute videos and Reel series, Instagram isn’t just competing with TikTok anymore. It’s coming for YouTube. For years, creators were rewarded for capturing attention in seconds. Now, Instagram is betting on keeping audiences engaged for much longer.
My prediction? We’ll see more brands and creators becoming media companies, producing original shows, documentaries, and recurring series that give audiences a reason to return. But here’s the challenge: Adding longer videos is easy. Convincing a generation trained to scroll to actually sit and watch is another story.
Lily Randall, Social Media Lead, re:act
Whilst it hasn’t reached the UK yet, I think it tells us everything about where the platform is heading. Video isn’t one option among many anymore, it’s the front door. If your content doesn’t grab attention in the first second, look native to a phone and work on mute, it’s going to get scrolled past. And recycled TikToks? They were never going to cut it. Carousels still have a place with loyal followers, but discovery now lives in Reels.
What excites me more is Series, which lets creators group Reels into episodes people can binge and save. It’s only with select creators for now, but I see it as Meta rewarding accounts that give people a reason to come back and shows the power of episodic content isn’t stopping any time soon. My advice? Stop chasing one viral hit and start building something worth tuning in for.
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