Instagram is testing horizontal videos lasting up to 90 minutes through its new Features format.
Creators can connect short Reels clips to longer videos, helping audiences discover full-length content.
Instagram is exploring monetization opportunities while strengthening its long-form video position against YouTube.
Instagram is expanding its video strategy beyond short-form Reels by testing a new format that lets selected creators upload horizontal videos up to 90 minutes long.
The move marks a shift for a platform that has traditionally prioritized quick, mobile-friendly content and signals its ambition to compete with YouTube for longer viewing sessions.
The initiative was announced on October 26, 2026. It introduces a format called Features, along with tools designed to connect short clips to full-length videos.
Instagram is testing these options with selected creators in the United States after earlier trials in Brazil. The changes could reshape how creators develop content, engage audiences, and explore monetization opportunities on the platform.
The new Features format is designed for content that needs more time to develop, including podcasts, interviews, vlogs, and comedy specials. Unlike conventional Reels, which are primarily associated with vertical, short-form viewing, Features supports horizontal videos of up to 90 minutes during the testing phase.
Instagram Head Adam Mosseri acknowledged that he had previously opposed introducing long-form video on the platform. His position has now shifted as the company looks to accommodate different viewing habits without abandoning its short-form video strategy.
Instagram Vice President of Product Tessa Lyons has also emphasized the importance of giving creators more room to tell stories. The company wants short-form and long-form videos to work together rather than compete for attention.
The approach reflects Instagram's broader video ambitions, as the platform seeks to keep audiences engaged longer instead of directing them to competing services.
Also Read: Instagram Brings Reels and Creator Shows to Apple TV
A key innovation is Clips as Reels, which lets creators link short clips to long-form videos. Instagram is currently experimenting with a feature that lets creators tie up to eight Reels clips to a single long-form video.
The goal of this innovation is to make short-form videos a way to discover long videos. For instance, a podcasting artist could post several excerpts from their show, thereby directing potential audiences to the whole recording on Instagram.
This feature may lead to changes in the way creators create their content calendars. Creators won't have to treat each clip as a separate video; instead, they can create a video and then select interesting parts. Moreover, this feature could make it easier for creators to keep viewers on Instagram.
Instagram's push for long-form video also ties into its efforts to strengthen television viewing. While mobile devices remain important for discovering short videos, horizontal content suits larger screens better.
The company has been expanding its television offering, with its TV app moving beyond its initial focus on Reels. Instagram is positioning mobile viewing as a way to discover content and television as a destination for watching longer videos.
This strategy puts Instagram in more direct competition with YouTube, which has a strong presence in long-form video and television viewing.
Instagram's earlier attempt at longer videos, IGTV, failed to gain lasting traction. The service launched in 2018 but was discontinued a few years later. One limitation was its emphasis on vertical video, which did not suit every type of content or viewing environment.
The new approach addresses that limitation by supporting horizontal videos and connecting them to Instagram's existing short-form ecosystem.
Additionally, Instagram is developing a feature that lets users create episodes. Instagram's Series feature lets users group Reels into a single episode under one theme.
The feature can help creators make series and educational, interview, or multi-part content. Instagram has already started testing the feature and will roll it out soon.
The app is also working to improve the discovery of live videos, which could help creators attract people beyond their followers. These developments show that Instagram is working to accommodate all types of video content.
More time would create new opportunities for creator-brand collaboration. Instagram still has not confirmed a monetization scheme for Features.
A Meta representative told TechCrunch in an interview that it is exploring ways for creators to earn money from brands, fans, and Instagram. Among these methods is performance-based monetization.
It's unclear whether Instagram can develop a sustainable revenue model. YouTube has used monetization schemes successfully for years, giving it an advantage over Instagram.
Instagram’s focus on long videos doesn’t mean Reels will lose relevance. Instead, creators may need to use both formats to meet different audience preferences.
Feature releases are still limited, but further development will come over time. Creators will need to evaluate viewer reactions before making significant changes to their posting strategy.
However, if Instagram can bring together discovery, longer viewing, and monetization, the platform will become a much more complete resource for video creators. Currently, this change is a major strategic move by the platform to support both entertainment and storytelling.
1. What is Instagram’s new Features format?
During its current testing phase, Instagram’s Features format lets selected creators upload horizontal videos up to 90 minutes long.
2. How can creators connect Reels to longer videos?
Instagram is testing Clips as Reels, allowing creators to connect up to eight short Reels clips to one full-length video.
3. Why is Instagram expanding into long-form video?
Instagram aims to increase viewing time, support deeper storytelling, and compete with YouTube across mobile devices and television screens.
4. Will Instagram’s long-form videos offer monetization?
Instagram is exploring creator earnings from brands, fans, and the platform, including performance-based incentives, but it has not confirmed a long-term monetization model.
5. How will the shift affect content creators?
Creators may combine short Reels with longer videos to attract viewers, improve engagement, develop recurring content, and explore potential revenue opportunities.