Instagram now wants the full 90-minute podcast episode as well as the 30-second clip cut from it. On October 26, 2026, Instagram announced in a video post that it is testing “Features,” a new upload type for horizontal videos up to 90 minutes long. The test started with selected creators in Brazil and is now expanding to a small group in the United States. Instagram has not said how creators will be paid for these longer videos.
It marks a sharp turn for an app that shut down its last long-video product in 2022, and it is a direct move into the space YouTube has owned for years.
Instagram’s 90-Minute Video Test by the Numbers
- Features lets selected creators upload horizontal videos of up to 90 minutes.
- The test began in Brazil and is expanding to a small set of US creators.
- A related test, Clips as Reels, turns excerpts from long videos into Reels that link back to the full video.
- Meta says it is “too early to share a long-term monetization model” for the format.
- YouTube pays Partner Program creators 55% of net ad revenue on long-form videos, so the pay gap is the main question for creators.
How Instagram’s Features Format Works
Features is a separate upload type from Reels, and creators in the test can post horizontal videos up to 90 minutes long, the length of a feature film or a long podcast episode. The test is aimed at podcasters, comedians and other creators who already make long-form shows.
The second part of the test matters as much as the first, because with Clips as Reels, a creator can cut excerpts from a long video and post them as Reels. Each Reel links to the full video, which gives the long video a way to be discovered, since Reels already get heavy distribution across the app.
Viewers can save a long video and send it to Instagram on their TV. Instagram is also expanding its presence on Apple TV, and users will be able to control TV playback with their phones. Adam Mosseri, head of Instagram, said the TV experience will “take some time to get right.”
Other changes in the same announcement:
- Live discovery: Instagram Live broadcasts will be shown beyond a creator’s followers through the Reels tab.
- Series hub: Creator profiles will get a section that groups episodic Reels into series, similar to TikTok’s playlists.
Why Mosseri Changed His Mind on Long Video
Instagram has tried this before, when it launched IGTV in 2018 for longer videos and discontinued it in 2022. Since then, Mosseri has argued that short videos drive more sharing and messaging, which Instagram values.
He said so plainly in the announcement: “For a long time, I have been against doing long-form video on Instagram.” Tessa Lyons, Instagram’s vice president of product, made the case to try again. She said “Reels is still going to be a core part of Instagram,” and that people should be able to go deeper with creators without leaving the app.
The market data helps explain the shift, as YouTube says more than one billion people watch podcasts on it each month. Viewers watched over 700 million hours of podcasts on living-room devices in October 2025, up from 400 million a year earlier. Long videos on TV screens are where a lot of watch time now sits, and Instagram has had no format for it.
The Pay Question: Instagram Features vs YouTube
Creators will judge Features by what it pays, and right now the answer is unclear. A Meta spokesperson said it is “too early to share a long-term monetization model,” and that the company is looking at ways for creators to earn from brands, fans and Instagram itself.
Mosseri was frank about the limits, explaining that most creator income on Instagram comes from brand deals, with some from fans. Instagram runs a small performance-based bonus program, and he said “we spend more money than we make back by a long shot.” That makes a quick YouTube-style revenue share unlikely in the short term.
| Point of comparison | Instagram Features (test) | YouTube long-form |
|---|---|---|
| Who can upload | Selected creators in Brazil and the US | Any YouTube channel |
| Ad revenue share | None announced | 55% of net ad revenue for Partner Program creators |
| Path to ad revenue | No program announced | 1,000 subscribers plus 4,000 watch hours in 12 months, or 10 million Shorts views in 90 days |
| Main creator income today | Brand deals, subscriptions, Gifts bought with Stars | Ad revenue share for Partner Program members, plus brand deals |
Shorts creators on YouTube receive 45% of their allocated share of the Shorts ad pool. Our guide to how YouTubers make money explains each of these income streams in more detail.
Who Gains From Longer Instagram Videos
Podcasters and long-form creators: Many already post full episodes on YouTube and cut clips for Instagram. Features lets them keep the full episode and the clips in one place. Creators who book guests through podcast guest booking websites may find a second home for full episodes, with the audience they built on Reels.
Brands and marketers: Since brand deals pay most Instagram creators, longer videos create more room for sponsor reads and product segments. Lyons said established creators with existing brand partnerships can bring those placements over. Marketers who already test new formats on other platforms, such as Pinterest’s visual search ads, now have another video format to plan for.
Viewers: Longer shows on Instagram, viewable on a TV, put the app in the same living-room competition as YouTube and paid services. Our list of US streaming service prices shows what that competition costs viewers.
Creators in India: The test covers only Brazil and the US for now. Divyanshu Damani, co-founder of creator platform Tagmango, said he doubts long-form video will become a major growth source in India, since users tie each app to particular viewing habits.
What Happens Next With Features
Instagram has not given a date for a wider rollout. The next steps to watch are the size of the US test, whether Features gets its own tab or place on creator profiles, and any payment model. Meta has said it is weighing performance-based incentives, so a limited bonus scheme may come before any revenue share.
Can 90-Minute Videos Pull Creators From YouTube?
Instagram already has the audience, since Meta said it had 3 billion monthly active users as of September 2025. It also has the discovery engine in Reels, and Clips as Reels is the smart part of this test because it uses that engine to push people to long videos.
What it lacks is a reason for creators to upload there first. Without ad revenue, a creator gets more from posting the full episode on YouTube and the clips on Instagram, which is what many do today. Features will work if Instagram finds a way to pay for long watch time, or if brand deals tied to full episodes become big enough to make up the difference. Until then, we expect most creators to treat it as an extra outlet rather than their main home.
Instagram Features: Creator Questions Answered
How Long Can Instagram Videos Be Now?
In the Features test, selected creators can upload horizontal videos up to 90 minutes long. The test is limited to some creators in Brazil and the US.
Can Everyone Use Instagram Features?
No. Features is a test open only to selected creators. Instagram has not published eligibility rules or a date for a wider launch.
Does Instagram Pay for Long Videos?
Not yet. Meta says it is too early to share a long-term payment model. Creators currently earn mainly from brand deals, subscriptions and Gifts.
What Is Clips as Reels on Instagram?
Clips as Reels lets a creator turn parts of a long video into Reels. Each Reel links viewers to the full video.
Is Features the Same as IGTV?
No. IGTV was Instagram’s earlier long-video app, launched in 2018 and discontinued in 2022. Features is a new upload type inside Instagram itself.
Announcements and Reporting Behind This Article
- Instagram: Announcement video post on Features (October 26, 2026)
- TechCrunch: Instagram goes from short-form to 90-minute videos
- Business Standard: Why social media platforms want longer videos
- Social Samosa: Instagram tests long-form videos of up to 90 minutes in the US
- 24/7 Wall St: Instagram’s 90-minute video test and creators
- Instagram Help Center: Creator monetization
