Instagram is expanding its video experience with a new format that allows selected creators to publish videos lasting up to 90 minutes. The feature, called Features, marks a significant change for a platform that has become widely known for short videos, photos, Stories and Reels.
Announced on October 26, 2026, the new format is designed to give creators more room to share podcasts, interviews, comedy performances and other long-form content.
Instagram wants users to discover videos through short clips and continue watching the complete content without leaving the platform.
The move also brings Instagram into closer competition with YouTube, which has built a strong audience for long videos, podcasts and creator-led entertainment. However, Instagram’s new video format is still being tested, and it is not available to every user.
What Is Instagram’s New 90-Minute Video Feature?
Instagram’s new long-form video format is called Features. It allows selected creators to upload horizontal videos with a maximum duration of 90 minutes. Unlike traditional short-form content, this format is intended for videos that need more time to tell a story or explore a subject in detail.
For example, a podcast creator could publish a complete episode, while a comedian could share a longer performance. Interviewers, travel creators and other video producers could also use the format to present content that does not fit comfortably into a short Reel.
Instagram is testing Features with selected creators in the United States after earlier testing in Brazil. The company plans to expand access over time, but a general release date for all users has not been confirmed.
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How Will Instagram’s Long-Form Videos Work?
The new format is intended to connect short-form and long-form videos rather than treat them as separate experiences. Instagram wants users to discover interesting content through Reels and then move directly to the full video.
1. Watch Longer Videos on Instagram
Creators participating in the test can publish horizontal videos lasting up to 90 minutes. This gives them more flexibility to share complete episodes, detailed interviews, podcasts and other extended productions.
Instead of dividing an entire programme into numerous short clips, a creator can make the full video available through Features. This could make it easier for viewers who prefer watching an entire discussion or performance in one sitting.
2. Connect Reels to Full-Length Videos
Instagram is also testing a feature called Clips as Reels. It allows creators to connect short clips to a longer video, giving viewers a way to continue watching after discovering an interesting moment.
For example, a creator could publish a short clip containing an interesting part of a podcast. Someone who enjoys the clip could follow the link to watch the complete episode. Instagram has said creators will be able to connect up to eight Reels clips to a longer video through this feature.
This approach could help creators reach new viewers while making their existing long-form content easier to discover.
3. Support for Television Viewing
Instagram is also developing its television viewing experience. Horizontal videos are naturally suited to larger screens, where viewers can watch podcasts, interviews and other programmes more comfortably.
The company’s wider video strategy includes its Instagram TV app, which is designed to bring Instagram video content to television devices. The expansion of long-form videos could give viewers more reasons to use Instagram beyond scrolling through short clips on their phones.
Why Is Instagram Trying to Challenge YouTube?
YouTube has become a major destination for full-length videos, podcasts, educational programmes, product reviews and entertainment. Many creators use Instagram to attract attention before directing their audiences to YouTube for complete videos.
Instagram wants to change that viewing habit by offering short and long videos within the same platform. If users can discover a creator through a Reel and immediately watch the complete episode, they may have fewer reasons to leave Instagram.
The strategy could also help the company attract creators who want to build an audience through different video formats. Rather than relying entirely on short clips, creators would have another option for publishing more detailed content.
However, competing with YouTube will require more than longer upload limits. Creators also consider audience reach, search visibility, viewing features, revenue opportunities and the ability to build a sustainable business around their content.
How Could the Update Benefit Content Creators?
The introduction of Features could create new opportunities for creators who already have an audience on Instagram. It may be particularly useful for people who regularly produce content that needs more time than a typical Reel allows.
More Space for Detailed Content
Creators could use the longer format for complete interviews, travel documentaries, educational discussions, comedy shows and podcast episodes. The additional time would allow them to explain ideas in greater detail without depending entirely on short clips.
Better Content Discovery
Short videos often help creators introduce their work to new audiences. By connecting Reels to full-length videos, Instagram could help viewers move from a brief preview to a complete programme.
This arrangement may benefit creators who already produce both short and long videos. They could use highlights to attract attention while keeping the complete content available on Instagram.
More Opportunities for Brand Partnerships
Longer videos can provide more room for sponsored segments, product demonstrations and brand integrations. A podcast creator, for instance, could include a sponsor message in an episode while also sharing shorter promotional clips.
However, publishing a 90-minute video does not automatically guarantee income. Earnings depend on a creator’s existing monetisation options, audience, brand agreements and any future programmes introduced by Instagram.
Will Instagram Pay Creators for 90-Minute Videos?
One of the biggest questions surrounding the update is whether Instagram will offer a payment system similar to YouTube’s advertising revenue-sharing programme.
As of October 27, 2026, Instagram has not announced a universal advertising revenue-sharing programme specifically for Features. The company has indicated that it is exploring opportunities for creators to earn money through brands, fans and Instagram itself, including performance-based incentives.
Creators may be able to use existing brand partnerships and eligible monetisation tools, depending on their accounts and agreements. However, these arrangements should not be confused with a guaranteed payment for every view.
YouTube already has an established Partner Programme through which eligible creators can earn a share of advertising revenue. Instagram would need to offer a compelling and sustainable financial model if it wants to persuade more established creators to publish their full-length videos on the platform.
For now, creators should treat Features as a new publishing opportunity rather than a guaranteed source of income.
Instagram’s 90-Minute Video Feature Available in India?
Indian users may be interested in using the new format to upload podcasts, interviews, educational videos and other long-form content. However, availability remains an important limitation.
Reports published on October 26, 2026, described testing in Brazil and an expansion to selected creators in the United States. A general rollout for all Instagram users in India has not been confirmed.
Creators in India can check whether the feature is available to their accounts by updating Instagram through the Google Play Store or Apple App Store and reviewing the available video publishing options.
They should also follow official announcements from Instagram for information about eligibility, upload requirements and regional availability. Installing the latest version of the app does not guarantee access to a feature that remains restricted to selected accounts.
Instagram’s Previous Attempt at Long-Form Video
This is not Instagram’s first attempt to move beyond short-form content. The company launched IGTV in 2018 as a separate destination for longer videos. The product was later discontinued as Instagram changed its approach to video publishing.
Reels subsequently became a central part of Instagram’s video experience, particularly as short-form video grew in popularity across social media platforms.
The new Features format takes a different approach by bringing long-form videos into Instagram’s broader content ecosystem. Rather than asking users to visit a separate service, the company wants longer videos to work alongside Reels and other familiar features.
Whether this approach succeeds will depend on how users respond, how easily they can discover full-length videos and whether creators find enough value in publishing their content on Instagram.
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What Does the Update Mean for Instagram Users?
For viewers, the new format could make Instagram a more useful destination for entertainment and information. People may eventually be able to watch complete podcasts, interviews and other programmes without switching to another platform.
For creators, it offers another way to present their work and connect with audiences. Short videos can attract attention, while longer productions can provide more depth and encourage viewers to spend more time with a creator’s content.
Nevertheless, the change does not mean that Instagram is replacing Reels with long videos. Short-form content remains an important part of the platform, and Features is intended to complement that experience.
The broader challenge will be balancing quick social interactions with longer viewing sessions. Instagram will need to make the new format useful without losing the qualities that make people open the app in the first place.
Conclusion
Instagram’s decision to test 90-minute videos is an important development in its evolving video strategy. Through the new Features format, the company is giving selected creators more room to publish podcasts, interviews, comedy performances and other long-form productions.
The ability to connect Reels with complete videos could help creators attract new audiences, while television viewing may create additional opportunities for longer content. These changes also bring Instagram into closer competition with YouTube, particularly for viewers who enjoy podcasts and full-length entertainment.
However, the feature remains in testing, its wider availability has not been confirmed, and a universal advertising revenue-sharing programme for Features has not been announced. Indian creators should wait for official rollout details before assuming that they can access it.
Ultimately, Instagram’s success will depend on whether it can offer a good viewing experience, help creators reach the right audiences and develop monetisation opportunities that make long-form publishing worthwhile. The 90-minute video format is a promising step, but its long-term impact will become clearer as testing expands.
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