Instagram is testing a new long-form video format called Features, allowing selected creators to upload horizontal videos lasting up to 90 minutes. Announced on October 26, 2026, the test has already been running with some creators in Brazil and is expanding to a select group in the United States. The format is aimed at podcasters, comedians and other creators who want to publish full-length episodes without splitting all their content into short clips.
The move brings Instagram into more direct competition with YouTube for podcasts, interviews and other long-form video. Creators will also be able to link short Reels to their full-length Features, giving viewers a way to discover a clip and continue watching the complete video on Instagram. The test remains limited, and Instagram has not announced a full public rollout date.
Key Takeaways
- New format: Instagram is testing Features, a horizontal video format supporting videos up to 90 minutes long.
- Limited rollout: The test began with selected creators in Brazil and is expanding to a small group in the United States.
- Reels integration: Creators can link short Reels to full-length Features to help audiences discover complete episodes.
- Target audience: Podcasters, comedians, interviewers and creators producing longer videos are key potential users.
- YouTube competition: Instagram wants to keep viewers watching longer content without sending them to other platforms.
- Monetization remains uncertain: Instagram has not committed to a standard advertising revenue-sharing program for Features.
What Is Instagram’s New Features Video Format?
Features is Instagram’s experimental format for longer, widescreen videos. Unlike conventional Reels, which are primarily associated with short-form viewing, Features is designed for content that benefits from a longer runtime and a horizontal screen.
The format could accommodate full podcast episodes, comedy performances, interviews, creator-led shows and other productions that are difficult to fit into short clips.
Instagram’s vice president of product, Tessa Lyons, explained the initiative as part of the company’s broader effort to support different forms of creativity and storytelling. The company is responding to creators who already use Reels to attract attention, Instagram Live to interact with audiences and longer videos on other platforms to publish complete episodes.
The test is not a universal replacement for Reels. Instead, Instagram appears to be positioning Features as a complementary format, allowing short clips and full-length videos to work together.
For creators, that could mean publishing a complete episode alongside several short clips designed to introduce the subject, highlight a memorable moment or attract new viewers.
How Will 90-Minute Videos Work on Instagram?
The Features format is intended to make longer videos discoverable within Instagram’s existing environment.
According to reporting by The Verge and TheWrap, the videos can appear in users’ main feeds and on the Explore page. This gives Instagram opportunities to recommend longer content to people who may not already follow the creator.
One important feature is the connection between Reels and full-length videos. A creator can publish a short clip and link it to the complete Feature, allowing viewers to continue watching without leaving Instagram.
For example, a podcast creator could publish a 30-second discussion highlight as a Reel. Someone interested in the topic could then open the linked full episode rather than searching for it on another platform.
This approach combines two different discovery patterns: short videos that capture attention quickly and longer videos that encourage sustained viewing.
The exact recommendation rules, creator eligibility requirements and broader rollout schedule have not been fully announced.
Why Instagram Is Expanding Into Long-Form Video
Instagram’s strategy reflects a wider competition among social platforms for users’ viewing time.
YouTube has established a strong position in long-form video, including podcasts, interviews, educational content and entertainment. Instagram, meanwhile, has a large creator ecosystem and an established audience for short videos.
Supporting longer videos could help Instagram retain audiences who discover creators through Reels but currently leave the app to watch full episodes elsewhere.
The strategy also aligns with Instagram’s expansion of its television viewing experience. Its Instagram for TV app has expanded beyond its initial Amazon Fire TV availability to Google TV and Samsung televisions, with Apple TV support also being introduced in the United States.
Horizontal video is particularly suited to television screens, where viewers generally expect a widescreen experience rather than a vertically framed clip.
Instagram head Adam Mosseri has previously expressed concerns that long-form viewing could reduce the time users spend sharing photos, Reels and other content with friends. The company’s current approach attempts to make short-form and long-form content complementary rather than competing formats.
Instagram Features vs. Reels vs. YouTube
The new format gives creators another option for distributing their content, but each platform and format serves a different purpose.
| Feature | Instagram Reels | Instagram Features | YouTube |
|---|---|---|---|
| Primary format | Short-form video | Long-form horizontal video | Short-form and long-form video |
| Video length | Typically short, with many Reels lasting around three minutes or less | Up to 90 minutes in the current test | Supports long-form videos, subject to platform limits |
| Discovery | Reels feed, Explore and recommendations | Main feed, Explore and linked Reels | Home feed, Search, recommendations and Shorts |
| Full-episode publishing | Possible for supported longer Reels, but not the main focus | Designed for full-length creator videos | Established use case |
| Short-to-long linking | Can direct viewers to a full Feature | Designed to work with linked Reels | Creators can connect videos through platform features |
| Creator monetization | Existing programs and brand deals, subject to eligibility | No standard revenue-sharing commitment announced for the test | Established advertising revenue-sharing program for eligible creators |
Features’ principal distinction is not simply its 90-minute limit. It is the effort to connect long-form viewing with Instagram’s existing creator and discovery systems.
YouTube remains an established destination for long-form video, while Instagram is testing whether its social discovery model can keep more of that viewing activity within its own platform.
What This Means for Creators
The test could be particularly useful for creators who already produce content in multiple formats.
Podcasters could publish full episodes alongside short clips highlighting the most interesting parts of a conversation.
Comedians could share longer performances while using Reels to distribute individual jokes or memorable moments.
Interviewers and educators could publish complete discussions and lessons, helping audiences move from a short introduction to more detailed material.
Brands and businesses could potentially use longer videos for interviews, demonstrations, behind-the-scenes content and creator collaborations, depending on eventual access and platform policies.
However, creators should not assume the feature is available to every account. The current rollout is limited, and Instagram has not published comprehensive eligibility criteria.
It is also too early to conclude that uploading longer videos will automatically improve reach or engagement. Those outcomes will depend on audience interests, recommendations, video quality and how effectively creators package their content.
Will Instagram Pay Creators for 90-Minute Videos?
Monetization remains one of the biggest unanswered questions surrounding Features.
Reporting from Mediaweek and The Verge indicates that Instagram does not currently have a standard advertising revenue-sharing commitment for the format. Instagram has discussed exploring advertising options, including pre-roll and mid-roll placements, but a potential future program should not be confused with a confirmed launch.
For now, established creators may be able to bring existing brand deals and sponsorship arrangements into their longer videos. That could provide a commercial incentive to experiment with the format, particularly for creators who already earn revenue through sponsored podcast episodes or branded content.
YouTube offers an established advertising revenue-sharing system for eligible creators, making monetization an important competitive factor. Instagram will need to demonstrate that Features can provide creators with a sustainable business opportunity if it wants them to invest in producing original long-form content.
A formal revenue-sharing model, eligibility rules and advertising policies could therefore become important developments as the test expands.
Instagram’s Earlier Attempt at Long-Form Video
This is not Instagram’s first effort to move beyond short-form content.
The company launched IGTV in 2018 as a destination for longer videos, including a standalone app. However, IGTV failed to establish itself as a major alternative to YouTube, and Instagram discontinued the standalone app in 2022 as it shifted its video strategy toward Reels.
Features differs in its integration with Instagram’s existing experience. Rather than asking audiences to adopt a separate destination, the company is testing longer videos within the platform’s established feeds and discovery mechanisms.
The current strategy also benefits from the popularity of creator-led podcasts and shows, which can generate many short clips from a single long recording.
Whether this integrated approach succeeds will depend on how easily audiences find and watch longer videos, as well as whether creators see enough value to publish their full episodes on Instagram.
The Bigger Picture
Instagram’s Features test illustrates how social media platforms are increasingly competing across video formats rather than focusing on a single type of content. Short-form videos remain useful for discovery, but long-form episodes can encourage deeper engagement and create more opportunities for sponsorships and advertising.
For Instagram, the opportunity is to turn its existing creator relationships and short-video audience into a stronger long-form video ecosystem. The challenge is doing so without weakening the social interactions that helped make the platform popular.
FAQs
1. What is Instagram Features?
Features is an experimental Instagram format that lets selected creators publish horizontal videos lasting up to 90 minutes. It is designed for longer content such as podcasts, interviews and comedy performances.
2. When did Instagram announce 90-minute horizontal videos?
Instagram announced the Features test on October 26, 2026. The format had already been tested with some creators in Brazil and is expanding to a select group in the United States.
3. Can creators link Reels to full-length videos?
Yes. The test allows creators to link short Reels to their full-length Features, helping viewers move from a short clip to the complete episode within Instagram.
4. Will Instagram pay creators for Features videos?
Instagram has not announced a standard advertising revenue-sharing program for Features. Creators may be able to use existing sponsorships and brand deals, while future advertising options remain under consideration.
5. Is Instagram trying to compete with YouTube?
Yes. The move positions Instagram more directly against YouTube in long-form video, particularly podcasts, interviews and creator-led shows. Instagram is betting that its existing audience and Reels discovery system can help it attract more viewing time.
Looking Ahead
The next important development will be the expansion of the Features test and the release of clearer information about creator eligibility, audience discovery and monetization. If the format gains traction, Instagram could give creators another way to publish complete shows without directing their audiences to competing platforms.
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