Instagram Tests 90-Minute Horizontal Videos as It Takes on YouTube

Instagram is making a major change to its video strategy by testing a new long-form format that could allow creators to upload horizontal videos of up to 90 minutes.

The feature, called Features, marks a significant shift for a platform that has largely built its video experience around short, vertical Reels. Instagram is testing the format with selected creators after initially experimenting with it in Brazil and has begun expanding the test to a small group of creators in the United States.

The move puts Instagram in more direct competition with YouTube, particularly for podcasts, interviews, comedy programs, documentaries and other creator-led long-form content.

What Is Instagram Features?

Features is Instagram's experimental long-form video format designed specifically for widescreen, horizontal content.

Unlike Reels, which are primarily designed for short vertical viewing, Features can accommodate videos lasting as long as 90 minutes. Instagram expects the format to be useful for creators who already produce longer programs but currently rely on other platforms to host the full versions.

For example, a creator could publish a short highlight from a podcast as a Reel. Viewers interested in the conversation could then follow the clip to the complete episode on Instagram.

Instagram's VP of Product Tessa Lyons explained that the goal is to make short-form and long-form video work together rather than treating them as competing formats.

Reels Could Become a Gateway to Full-Length Videos

One of the most interesting parts of Instagram's strategy is the connection between Reels and Features.

Creators can use short clips to attract viewers before directing them toward a longer video. This could be particularly useful for podcasters and interview creators.

Imagine a 45-minute podcast being uploaded as a Feature. The creator could then publish several of the most interesting moments as Reels. Someone discovering one of those clips could move directly to the full conversation.

Instagram is also testing a system that allows multiple short clips to point toward one long-form video, making Reels function more like promotional trailers for longer content.

Instagram Previously Tried Long-Form Video With IGTV

This isn't Instagram's first attempt at long-form video.

Instagram introduced IGTV in 2018, giving creators a dedicated place for longer videos. The company eventually discontinued the standalone IGTV experience in 2022 as its strategy shifted toward Reels and short-form video.

The new approach is different because Instagram isn't trying to create a separate destination. Instead, Features is being integrated into the existing Instagram ecosystem alongside Reels, Explore and other parts of the platform.

That could make the new strategy more practical than IGTV because creators can use short videos to discover an audience and then direct those viewers toward longer content.

Instagram Wants Long Videos on Your TV

Instagram isn't only thinking about smartphones.

The company sees large-screen viewing as an important part of its long-form video strategy. Horizontal videos are naturally better suited to televisions than vertically oriented Reels, and Instagram is expanding its TV experience alongside the Features test.

The platform's TV app has been available on platforms including Samsung TVs, Amazon Fire TV and Google TV, with Apple TV support also expanding in the United States.

This could eventually allow Instagram to compete for the same living-room viewing time currently dominated by YouTube and traditional streaming platforms.

Why Instagram Is Going After YouTube

YouTube has spent years building an ecosystem around long-form creator content, while Instagram became one of the biggest platforms for short-form video.

Now the distinction between the two formats is becoming less clear.

YouTube has invested heavily in Shorts, while Instagram is moving in the opposite direction by giving creators more room for longer videos. Other streaming platforms have also experimented with short vertical feeds in an effort to keep users inside their apps.

Instagram's advantage is its existing creator and social ecosystem. A creator can potentially use Reels for discovery, Stories for engagement and Features for complete episodes without sending viewers to another service.

That could be especially attractive to podcasters, influencers and other creators who already have large Instagram audiences.

Instagram Features Is Still a Limited Test

For now, most Instagram users should not expect to see an option to upload a 90-minute Feature.

The format remains in testing, with early trials involving creators in Brazil and a limited U.S. rollout. Instagram has not announced a full global release date or confirmed exactly when the feature will become available to all creators.

That means creators shouldn't completely change their Instagram strategy around Features yet. Reels remain an important part of Instagram's video experience.

There are also still questions about how Instagram will ultimately monetize long-form videos and how creators will be compensated. The company has not announced a broad YouTube-style advertising revenue-sharing program for Features.

What This Could Mean for Instagram Creators

If Features eventually becomes available worldwide, it could give creators another way to build an audience without relying entirely on YouTube.

Podcasters could upload full episodes, technology creators could publish detailed reviews, educators could create longer tutorials, and influencers could produce interviews or behind-the-scenes programs.

The biggest opportunity may be the connection between short and long videos.

A creator could use a Reel to capture attention, then use the same piece of content to bring interested viewers into a much longer video. That gives Instagram a way to keep users engaged for longer periods while giving creators more space to tell complete stories.

Instagram's Video Strategy Is Changing

Instagram's experiment with Features shows how quickly the social media video landscape is evolving.

The platform once focused heavily on photos, then moved toward short-form video with Reels. Now it is testing long-form horizontal content while also expanding its presence on television screens.

Whether Instagram can seriously challenge YouTube remains to be seen. YouTube has a much more established long-form ecosystem and creator monetization model.

However, if Instagram successfully connects Reels discovery with 90-minute videos, it could become a much stronger destination for creators who want both short-form reach and long-form viewing in one platform.

For now, Instagram Features remains an experimental feature, but its direction suggests that the platform no longer wants to compete only for a few seconds of your attention. It wants to keep you watching for much longer.