From Reels to 90-Minute Videos: Is Instagram changing Its Creator Playbook?

For years, Instagram has taught creators to capture attention in seconds. A strong hook, a trending audio, a quick edit, and you’re competing for someone’s next scroll. But what if your audience wants more than those 30 seconds?

Instagram is now testing Features, a new long-form video format that allows selected creators to upload horizontal videos of up to 90 minutes. Think podcasts, extended comedy sketches, interviews, tutorials, and storytelling that doesn’t have to end just when it gets interesting.

As The Reelstars previously reported, the initial testing began in Brazil and has expanded to selected creators in the US.

Why Is Instagram Suddenly Thinking Beyond Reels?

Instagram head Adam Mosseri previously expressed reservations about long-form videos, concerned they could take attention away from the social interactions that define the platform.

That thinking is evolving. In an October 2026 announcement alongside Instagram VP of Product Tessa Lyons, Mosseri explained the platform’s ambition to make short-form and long-form content work together.

Instagram is also experimenting with Clips as Reels, connecting short videos to longer episodes, and Series, which would help creators organise related content. Essentially, Reels could introduce audiences to your work, while longer videos give them a reason to stay.

Which Indian Creators Could Benefit the Most?

Not every creator needs a 90-minute video. In fact, that’s probably the biggest misconception surrounding this update.

The opportunity lies in understanding which stories deserve more time.

Comedy and entertainment creators could explore recurring characters, longer sketches, behind-the-scenes conversations, or episodic storytelling. A familiar character from a viral Reel could eventually have an entire series built around them.

Educational, finance, and technology creators might benefit from expanding quick explanations into tutorials, demonstrations, or conversations that answer their audience’s follow-up questions.

Food, travel, and regional creators could tell richer stories about local culture, communities, and experiences. A 30-second street-food discovery could become a conversation about the people and traditions behind the dish.

Beauty, fashion, and lifestyle creators could experiment with complete routines, styling breakdowns, transformations, and honest product discussions.

Meanwhile, podcasters and interview-led creators already producing longer content could potentially find another distribution opportunity without changing their existing production schedules.

As The Reelstars explored in IRL: The Raw, Real Stories Behind the Creators We Follow, audiences are often interested in the personalities and experiences that exist beyond a creator’s viral moments.

Longer storytelling could give those connections more room to grow.

When Will Instagram’s 90-Minute Videos Reach India?

For now, there’s no confirmed India-wide launch date for Features.

Instagram is still testing the experience with selected creators in Brazil and the United States, and wider availability will depend on how those experiments develop. There is another important consideration: Instagram hasn’t announced a general revenue-sharing model specifically for Features.

That means Indian creators shouldn’t rush into expensive equipment, elaborate sets, or additional production teams based on the expectation of future earnings. Instead, this is an opportunity to experiment with content, understand audience behaviour, and strengthen existing communities.

What Can Creators Start Doing Without Spending More?

The simplest strategy is to build on content you’re already making.

1. Turn one idea into a recurring series.

Instead of posting unrelated Reels, explore a topic over multiple episodes. A fitness creator could introduce a weekly beginner series, while a comedy creator could bring back a popular character.

Consistency gives audiences something recognisable to return to.

2. Test whether your audience wants more.

Look beyond views. Notice which posts spark detailed comments, questions, saves, and conversations.

Instagram’s Trial Reels can also help creators experiment with presentation styles. The Reelstars previously covered 10 Trial Reel formats recommended by creator Twinkle Dhoot, including storytelling, tutorials, and behind-the-scenes content.

These are useful starting points for identifying ideas worth expanding.

3. Reuse what you’ve already recorded.

Have a 20-minute conversation sitting in your archives? Extract a few interesting moments. Turn unused footage into a behind-the-scenes story, or create follow-up videos answering questions from an earlier post.

You don’t need to shoot everything again.

4. Make production simpler, not bigger.

Good storytelling doesn’t necessarily need elaborate equipment. A smartphone, clear audio, natural lighting, and thoughtful editing can be enough to test an idea.

Creators can also explore Instagram’s evolving editing tools. The Reelstars recently covered updates to Instagram Edits, including improved captions, audio controls, and editing options.

How Can Creators Build Stronger Communities While They Wait?

This might be the most valuable preparation of all.

Ask followers what they want to see next. Turn recurring questions into content. Use Stories, polls, comment sections, and Instagram Lives to understand what interests people beyond a viral Reel. Try introducing a predictable weekly format and observe whether viewers return for another episode.

For regional creators, conversations in familiar languages and stories rooted in local experiences can help create a stronger sense of belonging. The goal isn’t simply to gain followers. It’s to understand why those followers choose to return.

A creator with a smaller but actively engaged audience may be better prepared to experiment with longer storytelling than someone whose reach depends entirely on occasional viral moments.

Is Longer Content Really the Future of Instagram?

It’s too early to tell whether audiences will embrace 90-minute videos on Instagram, or what its eventual monetisation model might look like.

But Instagram appears increasingly interested in giving creators different ways to tell stories, from quick Reels to more developed, recurring content.

For Indian creators, the smartest move isn’t to immediately start making hour-long videos. It’s to discover which stories their audience would happily spend another five, ten, or fifteen minutes watching.