Instagram测试90分钟横屏长视频「Features」：瞄准播客创作者 与YouTube争长视频市场
据《好莱坞报道》10 月 26 日报道，Instagram 自 10 月 26 日周一起在美国面向部分创作者测试一项名为「Features」的新产品：可发布最长 90 分钟的横屏长视频，直接瞄准播客主、喜剧演员等长视频创作者。创作者可把短视频 Reels 与长片挂钩，观众在刷到播客等内容的片段后，点击即可续看或观看完整视频。
Instagram 产品副总裁 Tessa Lyons 表示：「你看到一段自己喜爱的播客片段，点击就能继续看下去、或看完整支视频，因为创作者可以把 Reels 与他们的完整长片关联起来。」该功能此前已在巴西与创作者测试，计划扩展至美国数万名创作者，视频将出现在 Instagram 的「探索」页面等位置获得推荐。首批参与测试的创作者包括播客主持人、Skims 联合创始人 Emma Grede，美妆时尚创作者 Monet McMichael，在纽约街头采访爱情话题的 Preston Rakovsky，以及足球内容创作者 Donald De La Haye。
报道指出，Netflix、Disney 等平台近来纷纷引入播客与创作者视频，以争夺观众时长、与娱乐巨头 YouTube 竞争；YouTube 向符合条件的创作者提供 55% 的广告收入分成，是竞争者面临的主要门槛。Lyons 称，Instagram 正在与首批创作者洽谈数项合作安排，但不设独家要求，创作者已有的广告合作可直接带入长视频，平台也会协助尚无商业基础设施的创作者寻找合作。
Features 可在手机端观看，目标是把观看体验延伸至 Instagram 电视应用——该应用去年已在 Samsung、Fire TV、Google TV 上线，现正向美国的 Apple TV 扩展。Lyons 表示，长横屏内容的最佳观看体验在大屏幕上，预计深度消费将主要发生在电视端。
Instagram Tests 90-Minute Horizontal Videos in Major Play for Podcasters and Creators
Instagram on Monday, October 26, began testing a new product called Features with select creators in the U.S., allowing horizontal videos of up to 90 minutes aimed at podcasters, comedians and other longform creators, The Hollywood Reporter reported. Creators can link their shortform Reels to the full video, so viewers who see a clip of a podcast can click to continue watching or view the whole thing.
"What you're now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you'll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature," said Tessa Lyons, VP of product at Instagram. The feature has already been tested with creators in Brazil and is planned to expand to tens of thousands of creators in the U.S., with the videos recommended on the Explore page and elsewhere. Early creators in the test include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, Preston Rakovsky, who interviews New Yorkers about love and relationships, and football content creator Donald De La Haye.
The test comes as Netflix, Disney and others add podcasts and creator videos to capture more consumer viewing hours and compete with YouTube, whose 55 percent advertising revenue share for qualified creators is a key hurdle for rivals. Lyons said Instagram is working on a few different deals with early creators but there is no exclusivity requirement; existing ad deals will carry over into the videos, and Instagram will also work with creators who lack that infrastructure to find deals.
Features will be available on mobile, with the goal of carrying the experience to Instagram for TV, which launched last year on Samsung, Fire TV and Google TV and is now expanding to Apple TV in the U.S. "We think the best viewing experience for longform horizontal content is on a big, horizontal screen," Lyons said.
来源：GSM·美国（原文链接）
图片来源：Instagram 标志，公共领域，来源 Wikimedia Commons
