Instagram is trialing a new feature that enables select creators to post horizontal videos up to 90 minutes long, marking a major move to broaden its digital entertainment offerings.
- Instagram tests 90-minute horizontal videos for select US creators
- Feature targets podcasters, comedians, and long-form content makers
- Content discoverable via reels links and Explore recommendations
What happened
Instagram has begun testing a new video format that allows creators to upload horizontal videos lasting up to 90 minutes. This initiative is currently limited to select creators in the United States, primarily targeting podcasters, comedians, and other long-form content producers who want to offer extended content on the platform. The experience integrates with Instagram’s existing short-form video feature, Reels, enabling viewers to seamlessly move from clips to the full video.
This feature, called 'Features,' builds on Instagram’s effort to merge short and long video formats, fostering deeper engagement. The test follows a prior limited rollout in Brazil and plans are underway to expand to tens of thousands of US creators. Additionally, the long-form videos will be recommended across Instagram’s Explore page and other discovery surfaces to maximize reach.
Why it matters
Extending video length on Instagram addresses the growing demand for long-form digital entertainment, such as podcasts and in-depth interviews, within the app. This move could transform Instagram from a platform predominantly known for brief clips to a destination where creators can host comprehensive multimedia content, potentially increasing user time spent and platform loyalty.
By allowing creators to link short Reels to longer videos, Instagram aims to retain viewers within its ecosystem without directing them to external sites. This strengthens content monetization opportunities and enhances the platform’s competitiveness against other video services that support extended formats. The feature’s rollout signals Instagram’s evolving strategy to capture diverse content consumption preferences.
What to watch next
Monitor Instagram’s expansion of this feature beyond its initial US and Brazil tests, especially its adoption by high-profile creators and influencers in markets such as India. The integration with Instagram for TV on platforms like Apple TV, Samsung, and Google TV will be critical for viewing experiences on larger screens and could catalyze broader acceptance of the longer video format.
Also observe how the new format impacts content discovery and user engagement on Explore pages, as well as potential shifts in creator revenue models tied to the extended video capability. Measuring viewer retention and feedback will be vital in determining if Instagram can sustainably compete in the long-form video segment dominated by platforms like YouTube and emerging podcast-video hybrids.