Instagram Tests 90-Minute Horizontal Videos Called Features

Instagram is piloting a new feature called "Features" that enables creators to upload horizontal videos up to 90 minutes in length. This test, which began on October 26 and follows previous trials in Brazil, aims to provide a platform for longer-form content such as podcasts, comedy specials, and interviews. The longer videos will coexist with Instagram's existing Reels format, appearing in users' feeds and on the Explore page.

A related test, "Clips as Reels," allows creators to link up to eight short Reels clips together into a single longer video, with viewers able to transition from a trailer to the full video without leaving the app. In addition to Features, Instagram is also experimenting with Series, a feature that enables creators to group related Reels into episodic collections.

The company is also refining the discovery of live streams to make them easier to find, including for non-followers. This move puts Instagram in direct competition with YouTube, which has become a major destination for video podcasts, creator-led entertainment, and television viewing. Instagram has been expanding its TV ambitions through a Reels app for connected TVs, initially launched on Amazon Fire TV and now also supporting Samsung TVs and Google TV.

However, Instagram's efforts to attract creators and generate revenue from Features are uncertain, as the company has not announced a YouTube-style advertising revenue-sharing program. Existing brand placements and commercial arrangements with creators will remain in place. For creators with existing video podcasts or interviews, Features could serve as an additional outlet for their work, but the practicality of producing longer videos will depend on the additional reach and whether it justifies the extra publishing and audience-management effort.

Viewers may find Features more convenient for watching full podcast episodes, interviews, and comedy performances, as they can watch the complete program within Instagram without switching to other platforms. However, the limited access during testing means not every creator will necessarily publish full episodes on Instagram. If access becomes available, creators should consider testing an existing episode before committing resources to an Instagram-specific production, weighing the potential benefits against the time and effort required for recording, uploading, captioning, promotional clips, and moderating comments.

Ultimately, financial incentives and clear commercial terms will be crucial factors for creators deciding whether to invest in Features.