- Instagram is testing a new format called “Features” that allows horizontal video uploads of up to 90 minutes.
- It is designed for podcasters, comedians and other long-form creators, and it is currently in a limited test.
- A tool called “Clips as Reels” lets you turn parts of a long video into Reels that send viewers to the full video.
- A long-term monetization model has not been announced; Meta only says it is exploring ways to earn from brands, fans and Instagram itself.
For years Instagram taught people to watch short vertical video with Reels, but it has now started moving in almost the opposite direction. On October 26, 2026, Instagram head Adam Mosseri and VP of Product Tessa Lyons announced a format called Features. Instagram 90-minute videos mean direct entry into a field that YouTube has dominated until now. In this article we explain what Features is, why Instagram went for it, and what it means for creators, especially podcasters and YouTubers.
What is Instagram Features?
Features is a long-form, widescreen video upload that supports up to 90 minutes. It works alongside Reels and does not replace them. According to reports, its main audience is podcasters, comedians and long-form creators.
Instagram’s previous attempt at long video, IGTV, started around eight years ago and was later shut down. The difference this time is that Instagram wants long and short video to work together, not as two separate products.
Why did Instagram go for long-form video?
Adam Mosseri says he had long been against long-form video on Instagram, because shorter content like Reels drives more sharing and messaging between users. Tessa Lyons, who pushed for the change, convinced him to give long form another chance.
Instagram’s logic is simple: Reels stays at the core of the app, but someone who wants to go deeper with a creator should not have to leave for YouTube to watch the full video. In other words, Instagram wants to keep the audience for both kinds of content inside the same app.
Clips as Reels: the bridge between Reels and the full video
The most important feature alongside Features is Clips as Reels. A creator can publish parts of a long video as Reels, and those Reels send viewers to the full version. Lyons used a podcast example: a viewer sees a clip from a podcast they like and, with one tap, continues watching the whole episode.
This is exactly what podcasters already do today with YouTube Shorts, TikTok and Reels, except now the whole path happens inside one app. Viewers can also save the long video and send it to the Instagram app on their TV.
Other features announced with Features
- Series: Multi-episode content that is active for some creators in the US, India and Mexico, with more countries expected.
- An episodic Reels hub: A section on a creator’s profile for grouping connected Reels, similar to a TikTok playlist (in development).
- Live in the Reels feed: Live streams are planned to be recommended in the Reels feed too, so they can reach people who do not follow the creator.
- Instagram for TV: The TV app, previously offered on Samsung and Amazon Fire TV, is coming to Apple TV, with features such as using your phone as a remote and seeing what friends are watching planned.
Current status: who has access to Features?
According to Instagram, Features and Clips as Reels were first tested in Brazil, and a small test has now started in the US. Mosseri says many of these features will roll out in test form over the coming month, and access is expected to widen to more people. He also stressed that it is early and that Instagram is moving forward by collecting feedback. The TV experience, he says, will take time to get right.
Important: there is no official announcement about availability in every country, and for now the feature is only active for a limited number of creators in a few countries.
Monetization: the big unanswered question
YouTube’s biggest advantage for creators is its simple payment model: videos carry ads, and members of the Partner Program receive 55 percent of the ad revenue from their videos. Instagram has not had anything like this until now.
Adam Mosseri explained in an interview that on Instagram creators mostly get paid by brands, some by fans, and that a small performance-based program exists which costs Instagram more than it earns, so scaling it up has not made sense.
A Meta spokesperson said it is too early to announce a long-term monetization model for Features, but that Meta is exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives. Whether Meta will place ads in long videos and build a model similar to YouTube’s is, for now, only a possibility and has not been confirmed.
Features on Instagram vs YouTube
| Criteria | YouTube | Instagram Features |
|---|---|---|
| Status | Complete and established | Limited test |
| Platform revenue | 55% of ad revenue for Partner Program members | No long-term model announced yet |
| Discovery | Search, recommendations and Shorts | Clipped Reels, feed, Live and the TV app |
| Target audience | All kinds of creators | Podcasters, comedians and long-form creators |
What this means for podcasters and content creators
- Do not leave YouTube. For now Features is a limited test and its monetization is unclear. YouTube is still the most reliable destination for long video.
- Turn long content into clips. If you have a podcast or long videos, making short clips helps on both platforms right now. To start publishing a podcast on YouTube, read our complete guide to YouTube podcasts.
- Invest in the horizontal format. Someone who already has well-made horizontal video with good quality and chapters is better prepared to use Features as it expands.
- Move your audience to platforms you own. Depending on one algorithm is risky; a website, an email list and direct channels help you keep your audience if a platform changes its rules.
- Follow the access news. When the feature reaches your account, measure the result with a test video.
Frequently asked questions
Is Instagram’s 90-minute video available to everyone?
No. Features is currently in a limited test, first in Brazil and now in a small test in the US. Instagram says access will widen gradually.
What is Clips as Reels?
It is a tool that lets you make Reels from your long video and have those Reels send viewers to the full version of the video.
Does Features replace Reels?
No. Instagram stresses that Reels is still the core of the app, and Features is meant to work alongside it as a complement.
Can you earn money from long videos on Instagram?
No specific model has been announced yet. Meta only says it is exploring ways to earn from brands, fans and Instagram itself.
Can Instagram replace YouTube?
Not for now. YouTube has an established payment model and discovery tools, while Features is still in testing. But the move shows that Instagram seriously wants a share of the long-video market.
Conclusion
The introduction of Features signals an important strategic shift: after years of focusing on short video, Instagram wants a share of long-form video as well. Whether this move turns into real competition with YouTube depends on one deciding factor: the monetization model. Until then, the most sensible approach is to create content you can reuse on both platforms and follow developments closely.
Sources
- TechCrunch — Instagram goes from short-form to 90-minute videos
- Android Central — Instagram wants in on long-form, widescreen videos
- Dawn Images — Instagram is introducing long-form videos of up to 90 minutes
- Dataconomy — Instagram tests 90-minute videos with new Features format
Last reviewed: October 31, 2026
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