Instagram is setting its sights on YouTube, launching Features, a new long-form, widescreen video initiative.

“For a long time, I have been against doing long-form video on Instagram, as Tessa here knows very well,” Instagram head Adam Mosseri says in a new (widescreen) video alongside Instagram VP of Product, Tessa Lyons. “But we are actually going to lean in for a bunch of different reasons.”

Lyons adds that she’s “excited” about the move to long-form video, especially after she and Mosseri worked together to launch Instagram Reels years ago.

“Instagram is all about connecting people over creativity. And creativity is so much more than just short form video or just posting carousels. And so if we look at how creators are telling stories today, it’s in so many different amazing formats. We see creators who are creating episodic content where a bunch of short form videos are strung together in a series. Those are awesome and I love them.…