Instagram is known for quick Reels, photos, Stories and short bursts of entertainment. But the platform is now testing something very different. Its new long-form video format, called Features, may allow selected creators to upload horizontal videos lasting up to 90 minutes.

The move signals a bigger change in Instagram’s video plans. Rather than asking creators to send viewers to YouTube for a full interview, podcast or travel vlog, Instagram wants to keep that audience within its own app.

For now, Features is only a limited test. It is not available to everyone, and Instagram has not announced a worldwide launch date.

What is Instagram Features?

Instagram Features is a test for longer horizontal videos. The format can support uploads of up to 90 minutes, making it suitable for podcasts, interviews, comedy shows, documentaries, detailed tutorials and vlogs.

The format is different from Reels, which are usually short vertical videos made for fast scrolling. Instagram’s idea is to let creators use a Reel as a preview and link it to a longer Feature.

For example, a travel creator could post a 30-second Reel showing a stunning view from Ladakh. Viewers who want the full story may then tap through to watch a 25-minute travel guide containing routes, hotel tips, food stops and budget details.

This could help creators use short videos for discovery while giving interested viewers a longer and deeper experience.

Why is Instagram testing long-form video now?

Instagram has spent years focusing on short video, especially after Reels became its answer to TikTok. But people do not always want short clips. Some viewers are happy to watch a podcast, an in-depth product review or a complete interview without jumping to another platform.

The company is also looking at TV viewing. Long horizontal videos make more sense on a television than vertical Reels. Instagram has been expanding its TV experience, and Features could give people a reason to spend more time watching content on a larger screen.

For creators, the benefit is simple. They may be able to build an audience with Reels and publish fuller content without maintaining a separate long-video channel.

What are the benefits for viewers?

Viewers may get more choice. A person who wants a quick recipe idea can watch a Reel. Someone who wants to understand every step can watch the full cooking video.

The new format may also improve the quality of informative content. A finance creator, for instance, could publish a detailed discussion on mutual fund basics instead of squeezing important explanations into a one-minute video. A tech reviewer could show real camera samples, battery results and long-term use in one place.

However, viewers will still decide whether they want long videos on Instagram. The app is built around fast discovery, so Instagram will need to make Features easy to find without making the feed feel cluttered.

YouTube, TikTok and Instagram – The rival picture

YouTube is the clearest rival. It already has a strong long-form video library, search system, TV presence and established advertising revenue-sharing programme for eligible creators.

Instagram’s advantage is its existing social graph. A creator may already have followers, direct-message conversations and Reels reach on the platform. Features could make it easier to turn that audience into viewers of longer content.

TikTok remains a major rival in short-form discovery. It has also supported longer uploads, but its core experience is still built around a never-ending vertical feed. Instagram is trying to link both worlds by using short Reels as an entry point for longer horizontal videos.

One major question remains – how will creators earn from Features? Reports say Instagram is exploring options for long-form creator payments, but no revenue-sharing model has been announced yet. That gap could matter when creators compare it with YouTube.

What creators should do now

Most creators cannot post Features yet. Still, they can prepare by planning longer topics that work alongside Reels. A short Reel should create curiosity, while the longer video should offer real value that makes people stay.

Creators should not abandon YouTube or Reels just yet. Features is still an early test, and Instagram may change its format, distribution rules or earning options before a wider launch.

Disclaimer

Instagram Features is currently a limited test. Video length, availability, monetization options and rollout plans may change before a wider release. This article is based on publicly available reports and is for informational purposes only.