Instagram is taking a major step beyond short-form videos by testing a new feature that allows creators to upload videos of up to 90 minutes. The move could bring Instagram into closer competition with YouTube, a platform that has built its success around long-form videos and creator monetisation.
Announced on October 26, 2026, the new feature is called “Features.” It is designed to give creators more room to share longer content, including interviews, podcasts, discussions and other video formats.
For years, Instagram has focused heavily on short-form content through Reels. However, its latest move suggests that the platform wants users to enjoy both short and long videos without leaving the app.
The development also raises an important question: Can Instagram become a serious competitor to YouTube in the long-form video market?
Instagram Tests a New 90-Minute Video Feature
Instagram is testing a new video upload format called Features, which allows selected creators to publish videos lasting up to 90 minutes.
The update represents a significant change in Instagram’s video strategy. While Reels remains an important part of the platform, the new format gives creators an opportunity to share more detailed content.
Longer videos can be useful for several types of creators, including:
- Podcasters sharing full-length episodes.
- Educators publishing tutorials and lessons.
- Influencers creating detailed discussions.
- Entertainment creators producing interviews and comedy content.
- Travel creators sharing extended travel experiences.
Instead of splitting every topic into multiple short clips, creators may be able to publish more complete videos directly on Instagram.
However, the feature is still being tested and is not currently available to every Instagram user.
How Will Instagram’s Features Work?
The Features format is intended to support longer videos while keeping them connected to Instagram’s existing content experience.
One important part of the update is the relationship between long-form videos and Reels.
Instagram is also testing a feature called “Clips as Reels.” It allows creators to turn parts of their longer videos into shorter Reels. These clips can help introduce viewers to the full video and direct interested audiences towards the original content.
For example, a creator who uploads a 60-minute podcast could publish several short Reels highlighting interesting moments. Viewers who enjoy those clips could then watch the complete episode.
This approach could help creators use short videos to attract attention and longer videos to build deeper audience engagement.
Instagram is also exploring ways for viewers to save longer videos and continue watching them through its TV app.
Instagram’s Long-Form Video Test: Where Is It Available?
According to TechCrunch, Instagram initially tested Features and Clips as Reels in Brazil. The company is now expanding the test to a small group of users in the United States.
This means the new 90-minute video format is not yet a worldwide launch.
Instagram is also working on improvements to video discovery. These include better ways to discover Live videos and a dedicated section on creator profiles for episodic Reels.
The episodic Reels feature is intended to help creators organise connected videos into a series, making it easier for viewers to follow recurring content.
These developments show that Instagram is exploring several ways to make video viewing more organised and engaging.
Why Is Instagram Moving Beyond Short Videos?
Short-form videos have played a major role in Instagram’s growth. Reels allows users to discover content quickly, share entertaining clips and interact with creators.
However, short videos are not suitable for every type of content.
Podcasts, interviews, educational discussions, product demonstrations and detailed tutorials often need more time to explain a topic properly.
By supporting longer videos, Instagram could attract creators who currently depend on other platforms for this type of content.
Instagram head Adam Mosseri explained that Reels will remain central to the platform, but users should also be able to explore deeper content from creators they follow.
The strategy is to make short-form and long-form videos work together rather than treating them as competing formats.
Instagram vs YouTube: What Is the Difference?
Instagram’s new video feature brings it closer to YouTube, but the two platforms currently have different strengths.
| Feature | YouTube | |
|---|---|---|
| Main video formats | Reels and tested long-form Features | Shorts and long-form videos |
| Video length | Testing uploads up to 90 minutes | Supports a wide range of video lengths |
| Creator discovery | Reels, feeds and creator profiles | Search, recommendations and subscriptions |
| Creator earnings | Brand partnerships, fan support and selected platform programmes | Advertising revenue, memberships and other monetisation tools |
| TV viewing | Expanding its TV video experience | Established TV viewing experience |
YouTube has a significant advantage in creator monetisation. Creators enrolled in the YouTube Partner Program can receive 55% of the advertising revenue generated from eligible long-form videos under the platform’s standard revenue-sharing arrangement.
Instagram has a different approach. Many creators primarily earn through brand partnerships and fan support, alongside selected monetisation programmes.
The difference is important because uploading longer videos alone will not automatically make Instagram as attractive to professional creators as YouTube.
Can Instagram Compete With YouTube for Creator Earnings?
Creator monetisation could be one of the biggest factors determining whether Instagram’s long-form video strategy succeeds.
YouTube has an established advertising-based revenue-sharing model. This gives eligible creators a way to earn money directly from advertisements displayed around their content.
Instagram, meanwhile, has historically relied more heavily on brand partnerships, subscriptions and other creator monetisation tools.
In an interview discussed by TechCrunch, Mosseri acknowledged that Instagram’s performance-based creator payment programme remains relatively small and is not currently something the company can scale economically.
Meta also told TechCrunch that it is too early to share a long-term monetisation model for Features. The company is exploring ways for creators to earn through brands, fans and Instagram itself, including performance-based incentives.
This suggests that Instagram is still developing its approach to long-form video earnings.
If Instagram eventually introduces more attractive advertising revenue-sharing opportunities, it could become a stronger option for creators who currently publish their full-length content on YouTube.
For now, however, YouTube retains an established advantage in this area.
What Does This Update Mean for Content Creators?
Instagram’s move could create new opportunities for creators who want to reach audiences through multiple video formats.
Creators may be able to use Reels to attract new viewers and longer videos to share more detailed content with their existing followers.
For example:
- Podcasters could publish full interviews and share highlights through Reels.
- Educators could create longer lessons instead of relying only on short explanations.
- Travel creators could share detailed travel experiences and destination guides.
- Businesses could publish product demonstrations, interviews and informative videos.
- Entertainment creators could experiment with longer storytelling and discussions.
This approach could help creators build a stronger content strategy within Instagram.
However, creators should remember that the feature is still in limited testing. They should not assume that every account can upload 90-minute videos or that a new payment model is already available.
Instagram’s Previous Attempt at Long-Form Video: What Happened to IGTV?
This is not the first time Instagram has tried to expand into long-form video.
The platform previously introduced IGTV in 2018 to encourage users to upload and watch longer videos. However, Instagram eventually discontinued the standalone IGTV app and integrated video experiences into its main platform.
The new Features test represents another attempt to make longer videos an important part of Instagram.
This time, Instagram is taking a different approach by connecting long-form content with Reels, creator profiles and TV viewing.
Rather than relying on a separate video destination, the company appears to be building a more connected experience inside its existing platform.
Whether this strategy will succeed depends on creator adoption, viewer interest and the monetisation opportunities Instagram develops.
Conclusion
Instagram’s 90-minute video test marks an important change in its content strategy. By introducing Features and connecting longer videos with Reels, the platform is exploring a way to serve both short-form and long-form audiences.
The move could create new opportunities for podcasters, educators, influencers and businesses that want to publish detailed video content.
However, Instagram is not yet a direct replacement for YouTube. The new feature is still being tested in limited markets, and its long-term creator payment model has not been announced.
YouTube continues to have an established advantage in long-form video discovery and advertising revenue sharing. Instagram will need to offer compelling viewing experiences and sustainable earning opportunities to challenge that position.
For now, the biggest development is that Instagram wants to become a place where creators can share both quick Reels and longer videos without sending their audiences elsewhere.
