The company is experimenting with longform video again.

Meta

Instagram is once again experimenting with longform video in the hopes its users will watch podcasts and other videos on their TVs. The company is testing a new horizontal video format called "features" that supports clips up to 90 minutes long, and introducing a handful of other features meant to draw more users to this type of content.

For now, only a few creators that have struck individual deals with Meta will be able to create longform content for the platform. The company is currently targeting comedians and podcasters, according to The Hollywood Reporter . The horizontal videos will be viewable in the Instagram app, but the company is hoping the new format will push people to its dedicated TV apps as well.

In a video , Instagram chief Adam Mosseri said that one of his concerns with enabling longer videos was that it could cannibalize engagement with the shortform content users currently consume.…