Instagram tests longer Features videos without an announced ad product

What changed

The initial test covers selected creators in Brazil and a small US expansion. The reports do not establish general creator eligibility. A Meta spokesperson told TechCrunch that a long-term monetisation model was not ready to be shared, so this is not an announcement of a new placement advertisers can buy.

Social Media Today’s follow-up describes one-off creator payments and prominent discovery placements for some viewers. These are reported attempts to encourage supply and viewing. They do not establish a standard revenue share, guaranteed reach or a permanent advertiser buying route.

For a paid-social team, the relevant distinction is between creator distribution and paid inventory. A creator partnership might include a longer piece of content, but the existence of that format does not mean an agency can select Features in Ads Manager. Keep any proposed paid amplification separate from the creator’s ability to upload the video.

If a campaign uses the format during the test, agree which deliverables are actually available: the long video, its shorter excerpts and the links between them. Evaluate the viewing journey on the participating creator’s account. Avoid comparing a long-video view with a short-form view without checking how each is counted and what action the audience can take.

This entry keeps the original 26 October announcement date and labels the November material as follow-up coverage. It does not describe the format as a new Week 45 launch. The two named reporters retain separate credits, and the source illustration shows Instagram’s format presentation rather than a live advertising placement or confirmed campaign result.