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Instagram tests 90-minute horizontal video format with U.S. creators

Instagram has begun a U.S. test of Features, a horizontal video format of up to 90 minutes for select creators, aiming to turn short Reels into gateways to podcasts and other long-form content as it competes with YouTube.

AI News Feed · 2026-10-27 08:17

The format supports horizontal videos of up to 90 minutes and is aimed at podcasters, comedians and other long-form creators. It also lets creators link shorter Reels, which are typically around three minutes or less, to their full-length videos. Viewers can tap a podcast clip in Reels to continue watching or jump straight to the full episode without leaving Instagram, The Hollywood Reporter reported, citing Instagram Vice President of Product Tessa Lyons.

Full-length videos will also be recommended to users on the Explore page and in other parts of the app, according to the report. Lyons said the company sees a role for branded content and placements for established creators who already have those relationships, while also aiming to help creators who do not yet have that infrastructure or business behind them.

The test marks another attempt by Instagram to compete in long-form video. The company previously launched IGTV, but the product did not take off and was eventually phased out as Instagram shifted focus to Reels. The Hollywood Reporter reported that social media feeds and recommendations are increasingly filled with short clips from stand-up comedy performances and video podcasts, giving users snippets of much longer shows and episodes. Features is intended to turn those clips into a gateway to full-length episodes.

The move comes as entertainment companies push further into video podcasts. Netflix and Disney have also brought creator content to their platforms as they compete with YouTube, according to the report. Instagram has also expanded its Instagram for TV app to Apple TV in the U.S., and Features is expected to play a role in its effort to use podcasts and other long-form videos to keep viewers engaged across devices.

Editor's Summary

Instagram has started testing Features, a horizontal video format of up to 90 minutes, with select U.S. creators after an earlier test in Brazil. The product links short Reels to full-length episodes and is aimed at podcasters and other long-form creators as Instagram competes more directly with YouTube. The test also fits a broader industry push by Netflix and Disney into video podcasts and creator content.