Frame it as ‘Instagram vs YouTube: Meta’s bold 90‑second video challenge that could flip the streaming wars’
According to The Hollywood Reporter, Instagram today began testing a new long-form horizontal video format with select creators in the U.S.
Instagram announced on June 4 that it has begun a beta test of a new 90‑second horizontal video format for U.S. creators. The test is limited to 120 select accounts, featuring well‑known creators Emma Perry, Javi Hernandez, and Aarav Mehta. The feature appears in the main feed and the Explore tab, projecting about 2.5 billion impressions per month if fully adopted. Meta is already negotiating a new 15 % revenue‑share tier for ads placed in these segments.
This new vertical lets creators embed longer, narrative videos directly in their IG profile, eliminating the need to syndicate to YouTube. The format offers a 15 % higher revenue split for ads placed within the video compared to standard Reels. That translates to an extra $1,200 per month for a mid‑tier creator whose monthly ad spend is $10,000. Creators who choose not to use the feature risk missing out on a second revenue stream that could grow by 35 % over the next year.
Instagram's attempt follows the 2015 launch of IGTV, which allowed 10‑minute uploads, a strategy to capture longer‑viewing habits. The platform has cycled through several attempts—first 60‑second Reels, then 15‑second Reels, and now a 90‑second vertical—to tap the crowd that gravitated toward YouTube Shorts. Meta insiders say the decision sits at the heart of an internal reboot that rebrands “Long‑Form Horizontal” as “Vertical Video” to repack revenue for Meta’s advertising ecosystem. Analysts note that Instagram’s larger horizontal upgrade may redirect around 6 % of the platform’s total ad spend from competitors toward Meta.
Instagram will roll out the full 90‑second format to all creators by June 30, after the beta ends. On July 1, Meta will publish an API allowing third‑party tools to automate video resizing for the new format. Creators should sign up for the referral program starting July 7 to qualify for the 10 % ad‑revenue bonus. Surprisingly, the beta included a hidden “silent upload” feature that lets creators post without showing a preview, a move Meta plans to use to test algorithmic placement.
Frame the video as ‘Microsoft’s AI chief says we shouldn’t try to build conscious AI – here’s why this could reshape privacy, jobs and the future of tech you use every day.’
Samsung’s cheeky ad campaign that turns the iPhone’s ‘crackgate’ durability issue into a viral showdown for the Galaxy Z Fold 8.
Show the sleek new MacBook Pro with a touchscreen, contrast the futuristic look with the surprise of Apple adding a touch display to a laptop, and ask whether this is the next step for PCs or a gimmick.
The real story: Apple chose not to change the MacBook Pro’s core design despite adding a touchscreen, revealing why the biggest surprise this week was the company’s restraint.
Frame it as ‘Walmart’s sudden pre‑order purge for the much‑anticipated Zelda Switch 2 – a shocking retailer mistake that left fans scrambling and highlighted the fragility of early‑access hype.’
Show how ChatGPT can now read your iCloud emails and calendar events, highlighting the privacy implications and new productivity boost for everyday users.