Instagram is expanding its efforts to compete with YouTube by testing a new long-form video format that allows creators to publish horizontal videos lasting up to 90 minutes. The feature, called Features, is rolling out to select creators in the United States, with a focus on video podcasts, comedy performances, and other extended content.
According to a report published by The Hollywood Reporter on October 26, 2026, the initiative represents Instagram’s latest attempt to attract long-form video creators while keeping audiences engaged within its platform.
Instagram Introduces Features for Long-Form Video Creators
Instagram has traditionally focused on photos and short-form videos, particularly through its popular Reels feature. However, the Meta-owned platform is now exploring ways to accommodate longer programming as competition for online video audiences intensifies.
The new Features format supports horizontal videos of up to 90 minutes, making it particularly suitable for podcasters, comedians, interviewers, and creators producing full-length episodes.
The format was previously tested in Brazil and is now being introduced to a limited group of creators in the United States.
Connecting Instagram Reels to Full-Length Videos
One of the central elements of Features is its integration with Instagram Reels.
Creators will be able to connect shorter clips to their full-length videos, allowing viewers to move directly from a brief preview to an extended episode without leaving Instagram.
For example, a creator could share a short segment from a comedy performance or podcast interview through Reels. Interested viewers could then continue watching the complete recording within the same app.
The approach reflects a growing trend across social media, where short clips from podcasts, interviews, and stand-up comedy performances are used to attract audiences to longer content.
By linking these formats, Instagram hopes to make it easier for creators to convert casual viewers into audiences for full-length programming.
Instagram Expands Competition With YouTube
Instagram’s latest initiative follows earlier efforts to establish a stronger presence in the long-form video market.
The company previously introduced IGTV, a platform designed to support longer videos. However, IGTV struggled to gain widespread traction and was eventually phased out as Instagram redirected its attention toward Reels.
Features represents another approach, integrating extended videos into Instagram’s existing content discovery system rather than relying on a separate application.
Long-Form Videos Will Appear in Instagram Recommendations
Instagram Vice President of Product Tessa Lyons told The Hollywood Reporter that longer videos published through Features will be recommended to users through the Explore page and other sections of the application.
This means viewers may discover full-length podcasts and other extended programming through Instagram’s existing recommendation tools.
Users watching podcast clips in Reels will also have the option to continue viewing or navigate directly to the complete episode.
The integration could help creators reach audiences who might otherwise encounter only short excerpts of their work.
New Monetization Opportunities for Instagram Creators
Beyond increasing video length, Instagram is examining how Features could support creators who rely on sponsorships, branded content, and other commercial partnerships.
Established podcasters and video producers frequently incorporate advertising arrangements directly into their programming.
Instagram intends to accommodate those existing relationships while exploring opportunities for creators who have not yet developed established monetization systems.
Discussing the company’s plans, Lyons told The Hollywood Reporter:
“For established creators who already have those relationships, they can bring that content with those placements and that branded content. And we also think that there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them.”
The comments suggest Instagram sees long-form video as an opportunity to strengthen its creator ecosystem, although the company has not outlined a comprehensive new monetization program for Features.
Video Podcasts Become a Major Focus Across Streaming Platforms
Instagram’s expansion comes as video podcasts attract increasing attention from major technology and entertainment companies.
YouTube has become a significant destination for podcast viewing, while streaming companies including Netflix and Disney are also expanding their involvement with creator-led programming.
For Instagram, supporting full-length video podcasts could help the platform compete for audiences who increasingly watch interviews, discussions, and entertainment programs rather than consuming them exclusively as audio.
Instagram for TV Supports Broader Video Strategy
Instagram has also expanded its Instagram for TV application to Apple TV in the United States, reflecting its interest in bringing video content beyond smartphones.
Longer horizontal videos could complement that strategy by providing programming better suited to television screens and extended viewing sessions.
Together, these developments indicate that Instagram is exploring a broader video experience that combines short-form discovery with longer entertainment content across multiple devices.
What Instagram’s 90-Minute Video Test Means for Users
Features remains in a limited testing phase, and Instagram has not announced when the format might become available to all creators.
Its success will depend partly on whether audiences are willing to watch extended videos within an application traditionally associated with shorter content.
For creators, the ability to connect Reels with complete episodes could provide another way to distribute programming and build audiences without directing viewers to competing platforms.
As the market for video podcasts and creator-driven entertainment continues to grow, Instagram’s new 90-minute horizontal video format marks another step in its effort to compete more directly with YouTube.
Nolan Fraser is a contributor at Angperyodiko.ca, covering a wide range of topics including news, politics, business, technology, sports, entertainment, and lifestyle. He focuses on delivering clear, accurate, and accessible reporting that helps readers stay informed about current events and developments that matter. With an emphasis on useful information and balanced storytelling, Nolan aims to provide timely coverage and relevant insights for audiences across Canada and beyond.