Instagram Tests 90-Minute ‘Features’ Videos in Shift Toward Long-Form Content

Oct 26, 2026: Instagram is testing a new video format called Features that will let selected creators upload horizontal videos up to 90 minutes long, marking a shift from short-form to long-form content. Instagram head Adam Mosseri and Vice President of Product Tessa Lyons announced the test in a video on October 26, saying the company would expand its focus beyond short-form video.

“For a long time, I have been against doing long-form video on Instagram,” Mosseri said in the announcement, adding that the company was now going to “lean in” for several reasons. Lyons, who previously led the product work behind Reels, described the move as the beginning of Instagram’s effort to expand into long-form video after years of focusing on short-form content.

The Features format is aimed at creators producing podcasts, interviews, vlogs and comedy shows. Instagram is also testing a feature that lets creators link short Reels to full-length videos, allowing viewers to move from a clip to the complete video without leaving the platform. The longer videos are expected to appear in the main feed and Explore, expanding the ways audiences can discover content.

The test follows Instagram’s earlier attempt to build a long-form video destination through IGTV, launched in 2018 and discontinued as a standalone app in 2022. Unlike IGTV’s original vertical-first approach, Features uses horizontal video and is designed to work alongside Reels and Instagram’s television viewing experience. The company is attempting to connect short-form discovery with longer viewing sessions rather than treat the formats as separate products.

Instagram is testing Features with a limited group of creators in the United States, following earlier testing in Brazil. The company has not announced a general release date. The move comes as social platforms and streaming services compete for creator-led video, podcast audiences and viewing time on television screens.

Creator monetisation remains an open question. Instagram has not announced a dedicated advertising revenue-sharing programme for Features comparable to YouTube’s model. The format may allow creators to bring existing brand deals and sponsorships to longer videos, but the company has yet to detail a separate payment structure for the new format.

Mansi Hake

Mansi is a B2B content writer who mainly writes about technology, AI, marketing, and industry trends. Her background in journalism at The Indian Express helped her develop a strong approach to research, interviewing, and clear storytelling. Her experience in strategic communication with the Indian Army further strengthened her ability to understand complex subjects and present them simply. She brings these skills together to create well-researched, useful content for business audiences. When she’s not writing, you’ll probably find her trying to defy gravity while doing yoga. Let’s connect.