Instagram is making room for longer videos. The platform is testing a format called Features, which lets select creators upload horizontal videos up to 90 minutes long.
The move could open doors for podcasters, comedians and other creators who want to reach audiences without sending them elsewhere. It’s currently being tested with select creators in Brazil and the United States. U.S. creators joined the test Oct. 26.
Instagram’s latest video experiment
Following the launch of Instants earlier this year, Instagram’s move into 90-minute Features signals a growing focus on long-form video. The format could work alongside Clips as Reels and Series. Clips as Reels lets creators link up to eight Reels to a longer video. Series helps creators organize related Reels into episodic content.
The smartest part of Features is how it connects short and long video. Creators can link their Reels to full-length videos, so a viewer who finds a short clip can jump straight into the complete episode. Features videos can also appear in the main feed and on the Explore page for extra reach.
A podcaster could share a funny moment as a Reel, then direct viewers to the full episode on Instagram. Comedians could use the same approach with clips from longer performances.
Opening doors for new revenue and viewership
The new format could make Instagram more attractive to creators who already produce podcasts, interviews or comedy specials. Instead of treating Instagram as a place to promote content hosted elsewhere, creators may be able to use it as a destination for full episodes, too. Because Features are horizontal, you can upload a standard 16:9 edit without recropping it for vertical.
Monetization remains an open question. Instagram hasn’t announced a standard ad revenue-sharing program for Features. Creators can bring existing brand placements into their videos. Instagram says it is exploring other ways to pay creators, including brand deals and performance-based incentives.
What we think
Without revenue sharing, Features is mainly a reach play for now. If you already produce long-form videos, keep an eye on Instagram’s announcements. Linking Reels to full episodes could become another way to grow your audience.