Technology

Instagram Tests 90‑Minute Horizontal Videos to Expand Long‑Form Content

By Trisha Bhattacharya

Instagram is testing a new feature that lets selected creators upload horizontal videos up to 90 minutes long. The test is underway with creators in Brazil and the United States. The feature, called Features, is intended to give creators space for podcasts, comedy shows, interviews and other longer formats that exceed the length of a typical Reel. By allowing longer videos, Instagram could compete more directly with YouTube, where extended content is a core part of the platform.

Reports from Moneycontrol and TechCrunch say Instagram is also experimenting with ways to link short clips to their full‑length versions, so users can discover and watch an entire program without leaving the app. Creators will be able to share shorter extracts from their full‑length videos as Reels, which can direct viewers to the complete version on Instagram. This approach could help creators reach audiences through multiple formats while keeping viewers on the platform.

Instagram head Adam Mosseri and vice‑president of product Tessa Lyons have described the change as an effort to make short‑form and long‑form videos work together rather than compete for attention. The move reflects how people already use the platform: Reels can introduce viewers to a creator, while longer videos allow interested audiences to engage more deeply.

Instagram has traditionally focused on quick, shareable content. Reels helped the platform compete in the short‑video market, but creators producing longer programmes have often relied on other services to host their full videos. YouTube offers an established audience for podcasts, interviews, video essays, comedy specials and other formats, and it shares advertising revenue with eligible creators through its Partner Programme. Instagram’s approach to creator earnings relies mainly on brand partnerships, subscriptions and other monetisation options, and the company has not announced a long‑term advertising revenue‑sharing model for Features.

The introduction of Features also fits into Instagram’s efforts to expand beyond mobile screens. The company has been developing Instagram for TV, allowing users to watch its video content on larger screens. The service is available on Amazon Fire TV, Google TV, Samsung TVs and Apple TV in the United States. Longer videos could make this offering more useful for people who prefer watching interviews, podcasts and other creator‑led programmes on a television rather than a phone.

Instagram has tried to establish itself in long‑form video before. Its IGTV service, launched in 2018, failed to gain traction against YouTube and was eventually discontinued as a separate product. For now, the rollout remains limited, and Instagram has not confirmed when the feature will become widely available.