It looks like Facebook is going to clone yet another Snapchat feature

Snap Inc.Snap CEO Evan Spiegel.
  • TechCrunch reports that Instagram is going to launch a dedicated vertical for long-form videos from creators and publishers.
  • It said the video plans are Instagram’s take on Snapchat Discover – and it’s far from the first time that the Facebook-owned service has copied Snapchat features.
  • The videos could resemble those made by YouTube creators, ranging from five to 15 minutes in length and with reasonably high production values.

Instagram is reportedly planning to launch a new vertical dedicated to long-form video from content creators and publishers, in what could be seen as another Facebook landgrab on Snapchat.

Citing multiple anonymous sources, TechCrunch reported that Facebook-owned Instagram will this month unveil a new home for scripted shows, music videos, and more in 4K resolution. It said the vertical would by Instagram’s take on Snapchat Discover.

The TechCrunch report follows a story in The Wall Street Journal, which reported on Tuesday that Instagram will launch a feature allowing users to post videos of up to an hour in length.

TechCrunch said the videos will resemble those made by YouTube creators, ranging from five to 15 minutes in length and with reasonably high production values.

These long-form videos will be visible on the authors’ profiles, near the Stories Highlights bubbles, but will only allow for pre-made video uploads. Creators will not be able to shoot and post long-form.

TechCrunch also reports that Instagram intends to eventually allow creators and publishers to earn money off these videos. Creators will not be paid up-front as with Facebook Watch, it said, but their videos will apparently feature a swipe-up option to open a link, driving traffic to their sites.

Still unknown is the name of the feature or how it will be integrated into the main Instagram feed. Facebook declined to comment.

Instagram’s long-form video plans are far from the first time that Facebook has looked to Snapchat for inspiration after cloning features like Snapchat Stories.

Snap CEO Evan Spiegel reflected on the competition last week, telling the Code Conference that imitation is “the most fantastic thing in the world” when you create something “so simple and so elegant.”

He couldn’t resist a swipe at Facebook, however, adding that “we would really appreciate it if they copied our data protection practices also” in relation to the Cambridge Analytica scandal.

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