Instagram Tests 90-Minute Videos in Push to Challenge YouTube

Instagram is testing a new long-form video format that will allow select creators to upload horizontal videos of up to 90 minutes, as the social media platform expands its presence in digital entertainment and strengthens its competition with YouTube.

Announced on October 26, the feature, called Features, is designed for podcasters, comedians, interviewers and other creators who want to share extended content with their audiences. The initial test is being conducted with selected creators in the United States following earlier trials in Brazil, with plans to expand access to tens of thousands of US creators.

The feature will allow viewers to move from short Reels to complete videos without leaving Instagram. Creators can link up to eight Reels to a single long-form video, enabling short clips to serve as introductions to full episodes. The videos will also be recommended through Instagram’s Explore page and other areas of the platform.

Instagram Vice President of Product Tessa Lyons said the initiative would give creators more opportunities to develop their content and strengthen connections with their audiences. Early participants include podcast host and SKIMS co-founder Emma Grede, beauty creator Monet McMichael, interviewer Preston Rakovsky and football content creator Donald De La Haye.

The move comes as Instagram seeks to compete more directly with YouTube and TikTok, which have established audiences for longer videos and episodic content. Instagram head Adam Mosseri had previously expressed reservations about long-form videos, citing concerns that they could reduce interactions around Reels, photos and content shared among friends.

Creator monetisation remains an important consideration. Instagram is exploring advertising and brand partnership opportunities, allowing existing sponsorship arrangements to carry over. However, the platform has not announced a general advertising revenue-sharing programme comparable to YouTube’s model.

Instagram is also testing Series, which allows creators to organise related Reels into episodic collections, and improving the discovery of live videos among non-followers.

The Features format will initially be available on mobile, with plans to extend the viewing experience to Instagram’s television app. The app, which supports Samsung, Fire TV and Google TV, is expanding to Apple TV in the United States.

The company has not announced a wider public launch date, and access remains limited during testing.