Instagram Is Testing 90-Minute Videos. Will YouTube Have Its New Rival?

Instagram is testing a new long-form video format called Features, allowing select creators in the US to upload horizontal videos of up to 90 minutes. The move could open new opportunities for podcasters, comedians and digital creators looking to turn short-form audiences into long-form viewers.

Instagram Introduces Features for Long-Form Creators

Instagram is expanding beyond its short-form video focus with Features, a new format designed for longer videos, including podcasts, interviews and comedy content. The test began with select creators in the US on October 26, 2026, after earlier trials in Brazil. Instagram plans to expand access to tens of thousands of US creators.

Unlike traditional Reels, which typically run for a few minutes or less, Features supports horizontal videos of up to 90 minutes. This gives creators more room to publish full episodes and extended content without splitting everything into shorter clips. According to Instagram Vice President of Product Tessa Lyons, viewers will be able to move from a podcast clip to the complete video directly within the platform.

How Will Features Connect Reels to Full-Length Videos?

One of the biggest parts of the update is the connection between Reels and longer videos. For example, a podcaster could share a short clip featuring a guest’s most interesting answer. Viewers who want to hear the entire conversation could then tap through to the full-length video. This approach could help creators use Reels as a discovery tool rather than treating every short video as a standalone post. Instead of directing audiences to another platform for the complete episode, creators can encourage them to continue watching on Instagram.

Features videos will also appear in Explore and other parts of the app, giving users more opportunities to discover long-form content. Early creators involved in the test include podcast host and SKIMS co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakovsky and football content creator Donald De La Haye.

What Does This Mean for Podcasters and Digital Creators?

For creators who already produce podcasts, interviews or longer entertainment videos, Features could provide another way to distribute their work. Creators often share short clips from longer recordings to attract attention on social media. With this update, Instagram is testing a way to connect those clips directly to complete episodes. This could make content distribution easier for creators who have already built an audience through Reels. It may also encourage creators to experiment with longer formats without abandoning their existing Instagram communities. However, the feature remains in testing, and its broader availability has not been confirmed.

Can Creators Earn Money Through Instagram Features?

Monetisation will be an important factor in determining whether creators adopt the new format. Instagram says existing advertising arrangements can carry over to Features videos. The company is also working with early creators on potential deals and plans to help creators who do not yet have established brand partnerships. Importantly, Features videos will not be exclusive to Instagram. Creators can continue publishing their content on other platforms, giving them flexibility over distribution.

However, Instagram has not announced a dedicated advertising revenue-sharing programme for Features comparable to YouTube‘s established model. This could influence how creators decide to distribute their full-length content. For creators, access to a new audience is valuable, but sustainable earnings will also matter. Brand integrations, sponsorships and the ability to distribute the same content across platforms could play an important role.

Instagram Wants to Bring Long-Form Videos to TV

Instagram is also looking beyond mobile screens. The company wants users to watch horizontal, long-form videos through Instagram for TV, which is available on Samsung, Amazon Fire TV and Google TV, with an expansion to Apple TV in the US. A larger screen could make the format more suitable for full podcast episodes, interviews and other content that viewers prefer to watch for longer periods.

Instagram is also experimenting with Series, a feature that gives episodic Reels a dedicated home on creator profiles. The company has been exploring this format with microdrama studios and individual creators, reflecting growing interest in episodic storytelling. Separately, Instagram is testing changes to Live discovery that could help creators reach people who do not follow them.