Instagram Features Brings 90-Minute Video Format Into Testing

Instagram is exploring longer video content with a new format called Instagram Features, which allows selected creators to publish videos lasting up to 90 minutes. The experiment is part of the platform’s broader effort to support detailed storytelling and encourage audiences to engage with content beyond short Reels.

Instagram chief Adam Mosseri and Vice President of Product Tessa Lyons presented the plans on October 26, 2026. Alongside Features, the company is testing Clips as Reels and expanding Series, two separate tools designed to help viewers discover and follow connected videos.

The updates are not yet available to all users, with testing taking place among selected creators.

What Is the New Instagram Features Video Format?

Features is an experimental long-form video format that gives participating creators additional time to develop their ideas.

The 90-minute limit could accommodate podcasts, interviews, educational discussions, entertainment programmes, and personal vlogs without requiring creators to divide recordings into numerous smaller posts.

For example, a creator producing an in-depth interview could publish the full conversation instead of separating it into short segments.

Instagram initially tested the format with creators in Brazil before introducing it to selected users in the United States from October 26.

The company plans to extend availability over the coming months, although a confirmed worldwide launch date has not been announced.

Clips as Reels Connects Short Videos With Longer Recordings

Instagram is also experimenting with Clips as Reels, which lets creators link up to eight Reels clips to a longer video post.

The tool is designed to connect short-video discovery with more detailed content.

A podcast host, for instance, could share several highlights from an episode. Viewers who find those clips interesting could then access the longer recording.

This approach may help creators introduce extended videos to audiences who primarily browse short-form content.

Instagram began testing Clips as Reels in Brazil earlier in 2026 and started expanding the experiment to selected US creators during the week of October 26.

The company has not provided a date for general availability.

Instagram Series Will Organise Connected Reels

Another development is Series, a tool that allows creators to group Reels around a shared topic or continuing storyline.

The format could be useful for educational lessons, travel updates, product tutorials, and entertainment content released across multiple episodes.

Instead of searching through a creator’s profile to find related posts, viewers could follow a more organised sequence of videos.

Instagram began testing Series in June 2026 and is preparing for broader international availability.

Unlike Instagram Features, which supports individual extended recordings, Series focuses on connecting multiple Reels within a common theme.

Why Instagram Is Exploring Longer Videos

Instagram’s interest in extended video formats comes as competition for online viewing time continues to grow.

YouTube has developed a strong position in long-form entertainment and television streaming. The company has reported that audiences watch more than one billion hours of YouTube content on television screens each day.

TikTok has also explored additional viewing formats, including livestreams and episodic entertainment.

These developments suggest that audiences are willing to spend longer periods watching digital content when the format matches their interests.

Instagram’s experiments could help the platform offer a wider range of viewing experiences while retaining users who might otherwise visit competing services for longer recordings.

However, the popularity of extended videos on other platforms does not guarantee similar results on Instagram.

How Instagram Features Could Support Content Creators

The new Instagram Features format could provide creators with greater flexibility when planning detailed content.

An educational creator might publish a complete lesson, while a technology reviewer could use the additional recording time for an extensive product demonstration.

Creators could also use short Reels to introduce key moments from longer recordings, helping audiences decide whether to watch the full content.

For businesses, extended videos may offer opportunities for product explanations, interviews, and brand collaborations.

Such formats could support deeper engagement with interested viewers, although their effectiveness will depend on audience preferences.

Instagram has not confirmed a dedicated monetisation programme for Features. Any additional earning opportunities would therefore depend on existing arrangements or future announcements.

How Features Differs From Instagram’s Earlier IGTV Experiment

Instagram has previously attempted to encourage longer video viewing.

In 2018, the company introduced IGTV, a separate experience intended to support extended recordings and provide creators with another publishing option.

However, the standalone IGTV application was discontinued in 2022 after failing to achieve the expected level of adoption.

The current approach differs because Instagram is testing long-form content alongside existing discovery and organisation tools.

By connecting longer recordings with Reels and other familiar experiences, the platform may make extended content easier for audiences to find.

Nevertheless, Instagram’s earlier experiment demonstrates that offering longer videos does not automatically create sustained demand.

When Will Instagram Features Become Available?

Instagram Features remains in limited testing, with availability expanding gradually.

After initial trials in Brazil, selected US creators began receiving access from October 26, 2026.

Clips as Reels is following a similar testing schedule, while Series is being prepared for broader international access.

Instagram has not announced a confirmed worldwide launch date for these tools.

Availability may therefore vary by region and creator account as the company continues evaluating the experiments.

Conclusion

Instagram Features represents another step in the platform’s efforts to accommodate longer and more detailed video content.

By introducing a 90-minute format alongside Clips as Reels and Series, Instagram is exploring different ways for creators to share extended recordings and help viewers follow related content.

Although the developments remain experimental, they could influence how creators plan their videos and how audiences discover longer content within the app.

Their success will depend on creator adoption, viewer interest, and the experience Instagram delivers as testing expands.