Instagram is testing a major change to its video strategy, giving selected creators the ability to publish horizontal videos lasting up to 90 minutes. The new format, called Features, signals a shift for a platform that has spent years prioritising short-form video through Reels.
Announced on October 26, 2026, the experiment is designed to help creators publish longer content while connecting it to the shorter videos that audiences already discover on Instagram.
For podcasters, interviewers, educators and other video creators, the development could create another distribution opportunity. But questions about creator earnings remain unresolved.
What has Instagram announced?
Instagram head Adam Mosseri and Vice President of Product Tessa Lyons introduced the new Features format in an official Instagram announcement.
Unlike traditional Reels, which are primarily designed for short, vertical viewing, Features supports longer horizontal videos of up to 90 minutes.
The company has already tested the format with creators in Brazil and is extending the experiment to a selected group in the United States.
The idea is to make shorter and longer videos work together rather than treat them as competing formats.
For example, a creator could publish a short Reel highlighting an interesting moment from a podcast or interview. Viewers interested in the subject could then follow a link to watch the complete episode through its associated Feature.
Instagram has also discussed improving how longer videos fit into its television viewing experience.
According to The Verge’s report on the announcement, Instagram is also testing related video features, including ways to organise Reels into series and improve the discovery of live videos. The Verge
Why is Instagram making this change?
Instagram built much of its recent video growth around short-form content. Reels became an important discovery format, helping creators reach audiences beyond their existing followers.
However, the creator economy has developed beyond short clips.
Podcasts, educational programmes, interviews, documentaries, product reviews and extended entertainment formats have become important parts of online video consumption.
Platforms such as YouTube have established audiences for this type of content, giving creators a reason to maintain separate publishing strategies across different services.
Instagram now appears interested in keeping more of those viewing experiences within its own ecosystem.
The strategy is straightforward: short videos can introduce viewers to a creator, while longer videos provide more room to develop the subject and build a deeper relationship with the audience.
It could also give Instagram more opportunities to compete for viewing time on television screens.
The biggest question: How will creators make money?
This is where the announcement becomes more complicated.
Allowing creators to upload longer videos does not automatically create a sustainable income opportunity.
Creators have already raised concerns about the absence of a clear advertising-revenue-sharing arrangement for Features.
In a follow-up Threads post on October 27, Mosseri acknowledged that creator economics matter and said Instagram was exploring multiple options to help long-form creators earn money.
However, the platform has not announced a dedicated payment or advertising-revenue-sharing programme for the new format.
In The Verge’s October 28 report, the publication examined the concerns creators have raised about being encouraged to produce longer content without a confirmed direct payment structure. The Verge
Instagram creators currently rely heavily on brand partnerships, while some also earn through fan-supported features and other monetisation arrangements.
This creates an important distinction between audience growth and income generation. A creator might receive more exposure from publishing a long-form video without necessarily earning more money from it.
What does this mean for creators?
For creators who already produce longer videos, the new format could become another distribution channel.
Consider a creator who publishes weekly interviews on YouTube. Instead of treating Instagram exclusively as a place for short promotional clips, the creator may eventually be able to distribute the complete interview there as well.
There are several practical opportunities to consider.
1. Repurpose existing content
Creators producing podcasts, interviews, tutorials and educational videos could explore using their existing material for Features rather than building an entirely separate production workflow.
2. Use short videos for discovery
Reels can serve as entry points to longer content. A strong opening clip could introduce an interview, explain a useful idea or highlight a particularly interesting section of a discussion.
3. Maintain a multi-platform strategy
Instagram’s experiment is not a reason to abandon YouTube or other established distribution channels. Creators should continue developing audiences across platforms rather than depending on one company’s changing algorithm.
4. Watch monetisation developments
Before committing significant production resources, creators should understand whether the format offers meaningful income opportunities beyond additional reach.
5. Measure audience quality
Views alone are not enough. Watch time, returning viewers, meaningful engagement and conversions may provide a better indication of whether long-form publishing is worthwhile.
Is this another attempt to compete with YouTube?
Instagram is clearly moving closer to YouTube’s territory, particularly in podcasts, interviews and longer entertainment content.
But the two platforms do not necessarily offer the same creator experience.
YouTube has an established long-form video ecosystem, including advertising revenue sharing, subscriptions and other monetisation options. Instagram has traditionally been more closely associated with social discovery, short-form video and brand partnerships.
For Instagram to become a serious destination for long-form creators, it will need to offer more than the ability to upload longer videos.
Creator economics, content discovery, audience retention and reliable monetisation will all influence whether the experiment succeeds.
What happens next?
Instagram is still testing Features with selected creators in the United States and Brazil. The company has not announced a complete global rollout or a confirmed launch date for all users.
Its next important developments will include expanding creator access, improving the relationship between Reels and longer videos, and clarifying how creators could earn from the format.
Until then, Features should be treated as an emerging opportunity rather than a fully established replacement for existing video platforms.
The takeaway
Instagram’s move into longer video reflects a broader change in how social platforms compete for creators and audiences.
Short-form content remains important, but platforms increasingly want to support longer storytelling, podcasts and other formats that keep audiences engaged for more time.
For creators, the opportunity is worth watching. However, greater publishing flexibility does not automatically translate into greater earnings.
The real test will be whether Instagram can combine discovery, long-form viewing and a sustainable monetisation model that makes the platform worthwhile for creators.