Remember when Instagram was just a place to share photos? Then we got Stories, Reels, livestreams, and about a million different editing tools. And now Instagram is experimenting with videos that could last up to 90 minutes.
NINETY MINUTES.
That’s an entire podcast episode. A pretty lengthy interview. Or approximately 180 of those 30-second Reels we’ve all been creating. And before we all roll our eyes even more than I did at first, I’ve actually adjusted to this idea and it’s growing on me.
On October 26, Instagram introduced a new long-form video experiment called Features, and I think it could open up some opportunities for creators. But before anyone starts planning their first hour-long Instagram production, there are a few things worth understanding.
What Is Instagram’s New Features Experiment?
Instagram head Adam Mosseri and VP of Product Tessa Lyons introduced Features as a way to explore longer, horizontal video content. Instead of focusing exclusively on short videos or Reels, Instagram is experimenting with formats that could accommodate podcasts, interviews, comedy specials, and episodic shows.
The test reportedly supports videos up to 90 minutes long.
And Instagram isn’t simply experimenting with longer uploads. It’s also exploring ways to connect short Reels with full-length videos, organize content into series, and make livestreams easier to discover.
Imagine watching a short clip from an interview and being able to continue watching the entire conversation without leaving Instagram. I actually really like that idea. Especially for creators who already produce longer content elsewhere.
But there’s one important detail. Features is currently a limited test involving selected creators in the United States and Brazil. It isn’t available to everyone, and Instagram hasn’t announced when or whether it will receive a broader rollout.
Why Is Instagram Experimenting With Longer Videos?
This is a good question. I was wondering it too. For years, Instagram has emphasized short-form video. And honestly, it makes sense. Reels are easy to watch, easy to share, and perfect for those moments when you have five minutes to scroll.
Or what you thought would be five minutes. HA!
Adam Mosseri has previously expressed concerns about long-form video changing the quick, social interactions Instagram is known for. But the way people consume creator content continues to evolve.Podcasts have become video shows. Interviews turn into short clips. Creators develop entire series around topics their audiences love. And people are increasingly comfortable watching online content on larger screens.
I don’t think Instagram necessarily wants to become YouTube. I think Instagram recognizes that creators are producing more than one type of video, and there may be opportunities to support those different formats. Short videos can introduce an idea. Longer videos can explore it.
And both can exist without one replacing the other.
Some Creators Are Being Offered Deals to Participate
There’s also a financial side to this experiment. According to reporting surrounding the announcement, Instagram has offered some selected creators individual deals to produce longer videos for Features. Business Insider reported offers ranging from $50,000 to $500,000.
Whoa. That’s a LOT of money.
But before anyone starts calculating what their next podcast episode might be worth, there’s an important distinction. Instagram has not announced a general monetization program for Features. These are reportedly negotiated deals with selected creators, not an established program where anyone can upload a long video and earn advertising revenue.
And there’s no guarantee that a broader monetization system will follow. I think that’s something creators should pay attention to.
A platform investing in a new format is encouraging. But if you’re hoping to build a business around that format, you need to understand how you’ll actually earn money from it. For now, that question remains unanswered for most creators.
What Could This Mean for Content Creators?
I can see some genuinely useful possibilities here. If you’re already recording podcasts, interviews, tutorials, or longer educational videos, Instagram could eventually become another place to share that content. And I especially like the possibility of connecting short clips to longer conversations.
Think about how often you see a Reel featuring a few seconds from an interview. You want to hear the rest, but finding the full conversation means searching another platform or digging through someone’s bio. Being able to move naturally from the short clip to the full video could make that experience much easier.
It could also help creators develop content series that audiences return to regularly. But none of that means every creator needs to start making long-form videos.
Please Don’t Feel Like You Need to Create 90-Minute Content
Can we agree on something? Not every new Instagram feature needs to become part of your content strategy. If you’re a small business owner creating quick, helpful Reels, there’s no reason to suddenly start recording hour-long videos.
And if you’re a creator who loves short-form content, keep making it! A funny 20-second Reel can be incredibly effective. So can a thoughtful 45-minute conversation. They’re simply different ways to communicate. The format should support what you’re trying to share, not become another thing you feel obligated to produce.
And since Features is still being tested, I definitely wouldn’t rearrange an entire content calendar around it.
My Thoughts on Instagram Going Long-Form
I’m actually excited to see Instagram experiment with longer content. Not because I think short-form video is going anywhere. And not because I think Instagram needs to replace another platform. I like the idea of creators having more flexibility. Some stories are better told in 30 seconds. Others deserve an entire conversation. And if Instagram can make it easier for people to discover both, I think that’s worth exploring.
Of course, I’m also curious about how creators will be compensated if this becomes a permanent feature. Because creating longer videos takes time, and sustainable monetization matters. For now, I’ll be watching how Features develops while continuing to create the content that makes sense for my audience.
A new content format is an opportunity, not an obligation.
And honestly, I’m still trying to convince people to watch an entire 60-second Reel. Let’s master that before we tackle 90 minutes.
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Is Instagram allowing 90-minute videos?
Instagram is testing horizontal videos up to 90 minutes long through its new Features initiative. The experiment is limited to selected creators in the United States and Brazil, so the format isn’t available to everyone.
What is Instagram Features?
Features is an experimental long-form video initiative designed to support content such as interviews, podcasts, comedy specials, and episodic shows. Instagram is also testing ways to connect shorter Reels to longer videos.
Is Instagram paying creators for long-form videos?
Some selected creators are reportedly receiving individual financial offers to participate. However, Instagram hasn’t announced a general monetization program or revenue-sharing system for Features.
Will Instagram’s longer videos replace Reels?
There’s no indication that Reels are being replaced. Instagram is exploring ways for shorter and longer videos to work together, including helping viewers discover full-length content through short clips.
Should small businesses start creating longer Instagram videos?
Not necessarily. Businesses should continue creating content that serves their audiences. If longer tutorials, interviews, or educational videos fit naturally into your strategy, the format may eventually be worth exploring.
