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Instagram is testing a new video feature that will allow selected creators to upload horizontal videos of up to 90 minutes. The feature, called Features, aims to attract podcasters, comedians, and other creators who publish long-form content.
According to a report by The Hollywood Reporter, Instagram began testing the feature with selected creators in the United States on October 26, 2026. The company had previously tested it in Brazil and is now expanding the trial to a new market.
The move shows Instagram’s growing interest in long-form videos as it looks for new ways to compete with YouTube and keep users watching content on its platform.
Instagram Tests 90 Minutes Long Horizontal Videos to Compete With YouTube
Instagram has tried to compete with YouTube before. Its earlier attempt, IGTV, focused on longer videos but failed to gain enough popularity. The company eventually discontinued the service and shifted its attention towards Reels.
With Features, Instagram is taking another approach. The new format supports horizontal videos lasting up to 90 minutes, giving creators more room to share full podcast episodes, comedy performances and other extended content.
The feature also connects long videos with shorter Reels. Creators can use short clips to introduce their content and direct viewers to the complete video.
Viewers Can Watch Full Episodes Without Leaving Instagram
Instagram wants to make it easier for users to move from short clips to full-length videos. Under the new feature, users will be able to tap a podcast clip in Reels and continue watching the full episode without leaving the app.
The company also plans to recommend long-form videos through the Explore page and other sections of Instagram. This could help creators reach viewers who may not already follow their accounts.
The approach builds on the popularity of short clips taken from podcasts and comedy shows. These clips often attract attention on social media and encourage viewers to watch the complete episode.
Instagram hopes to use this trend to increase engagement with longer videos.
New Opportunities for Content Creators
Features could also create new opportunities for creators to earn money from their content. Instagram believes creators with existing brand partnerships will be able to bring sponsored content to the platform.
The company also wants to help creators who have not yet established their own business relationships or monetisation systems.
This could make Instagram a more attractive option for podcasters and other creators who want to publish long videos while building an audience and generating revenue.
Instagram Expands Its Video Strategy
Instagram’s latest test comes as other entertainment companies are also trying to attract video podcasters and independent creators. Platforms such as Netflix and Disney are exploring creator-led content as competition for online video audiences increases.
Instagram has also expanded its Instagram for TV app to Apple TV in the United States. The new Features format could support this wider strategy by encouraging users to watch more content across different devices.
For now, the 90-minute video feature remains in testing and is available only to selected creators in the United States. Instagram has not announced a wider rollout date.
If the test succeeds, Features could give creators another platform for publishing full-length videos and give Instagram a stronger position in the competition for long-form video audiences.
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