Instagram is testing 90-minute videos

Instagram is introducing longform video with a new feature called Features, allowing creators to upload videos up to 90 minutes long across mobile devices, desktop screens, and smart televisions. This shift brings Instagram longform video directly into competition with traditional video platforms, expanding beyond short clips into full-length storytelling and entertainment.

Popular social platform Instagram is making a major shift in its content strategy by introducing longform video. Known primarily for square photos, Stories, and short-form Reels, the platform is rolling out a new format officially named Features. This new capability allows users to upload videos up to 90 minutes long, transforming how creators share in-depth content with their followers.

SEE ALSO: Instagram will now edit the first draft of your Reel for you

The announcement came directly from Meta executives during a shared video broadcast on Monday. The announcement featured Instagram VP of Product Tessa Lyons alongside Head of Instagram Adam Mosseri explaining why the platform is expanding its video capabilities.

"So many creators are producing longer videos, and they're using clips of those videos to drive discovery on Reels and help build their audience," said Instagram VP of Product Tessa Lyons while detailing the strategic direction behind the update.

Lyons emphasized that short-form content will remain central to the app's identity, but noted that audience behavior is evolving. "Reels is still going to be a core part of Instagram. But when you want to go deeper with creators you love and the content they're creating, you should be able to do that on Instagram," Lyons added during the presentation.

How Instagram Longform Video Changes Content Discovery

For years, longform video creators have primarily relied on Google's YouTube as their main home. YouTube allows verified accounts to upload videos up to 12 hours long, giving creators virtually unlimited room for podcasts, vlogs, documentaries, and tutorials. In contrast, standard Instagram Reels are limited to a maximum length of 20 minutes.

The launch of Features aims to bridge this gap by encouraging creators to post their full-length work directly on Instagram rather than directing fans to external sites. By offering an extended 90-minute runtime, Instagram longform video keeps viewers inside the app longer while giving creators a unified hub for both quick updates and extended shows.

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The operational workflow between short-form and longform video is designed to function as a unified funnel. Creators can post teaser clips or highlights on Reels to capture user attention in the algorithm feed. Viewers who discover those clips can then seamlessly jump into the complete 90-minute Feature without leaving the platform ecosystem.

This strategy addresses a common frustration among video creators who previously had to cut up their content into fragmented parts. Instead of telling audiences to check the link in bio for the full episode, creators can keep their entire video library hosted natively within their profile grid.

The Shift to Landscape Format and Living Room Screens

Unlike Reels, which are natively formatted vertically for vertical smartphone orientation, Features appears to focus on content shot in landscape orientation. This design choice aligns Instagram longform video directly with widescreen monitors, tablets, and living room displays.

The new format will be accessible across multiple hardware platforms, including the desktop web browser, the standard mobile application, and Instagram for TV. Expanding across screen sizes is central to Meta's goal of bringing Instagram content into the living room environment.

Lyons explained that populating the television application was a major driver behind building the 90-minute format. "We've been working on a TV version of Reels, and we know that to do that well, we need more than just short-form video," said Lyons during the announcement.

The cross-device synchronization allows users to start watching a preview on their mobile phone and finish the full program on a smart television later in the evening. Meta plans to connect these viewing sessions automatically to create a continuous personal viewing queue across platforms.

"People might discover a long form video that they love by seeing a Reel that's a clip of the video when they're watching Reels on mobile, and then when they go at the end of the day and open their TV and open Instagram on TV, we'll know that they watched that Reel and we'll be able to say, 'Hey, do you want to finish watching...?'" Lyons outlined.

Key Features Comparison Across Video Platforms

• Instagram Features: Max length 90 minutes, supports landscape orientation, available on mobile, desktop, and smart TVs, currently in early testing.
• Instagram Reels: Max length 20 minutes, formatted vertically for mobile scrolling, designed primarily for short-form visual discovery.
• YouTube Video: Max length up to 12 hours for verified accounts, full native support for desktop, mobile, TV apps, advanced playback features, and monetization options.

The Creator Monetization Challenge: Instagram vs YouTube

Although Instagram is introducing longform video functionality, it does not currently match the built-in direct ad-revenue sharing that made YouTube the dominant platform for professional video creators. The financial structure for creators differs significantly between the two platforms.

On Instagram, creators earn revenue primarily through third-party brand partnerships and collaborations, sponsored posts, and affiliate marketing deals. Creators must negotiate these business deals independently with corporate partners.

In contrast, the established YouTube Partner Program pays YouTubers a direct percentage cut of advertising revenue placed against their uploads. YouTube creators receive 55 percent of ad revenues generated on standard longform videos, and 45 percent for YouTube Shorts.

This monetization gap immediately triggered questions from top digital creators after the announcement video went live. At the time of writing, the most liked comment on Mosseri and Lyons' post came from mental health content creator Divija Bhasin (@awkwardgoat3).

Bhasin highlighted the core issue facing professional video makers, asking: "Why would anyone post an unpaid long video on Instagram if we can just post it on YouTube and actually get paid for the effort?"

Meta's Long-Term Vision for Creator Earnings

Addressing creator payout concerns, In a statement to TechCrunch, an Instagram spokesperson clarified that the company is actively testing direct financial options behind the scenes.

The spokesperson noted that Instagram is exploring various potential monetization options for creators, including performance-based incentives. However, the company confirmed it is not yet ready to announce formal revenue-sharing programs or immediate payout guarantees for longform video uploads.

Instead, Meta is framing the primary immediate value of Features around audience reach and brand discovery. The company suggests that publishing longer videos on Instagram will help creators expand their visibility, attract larger followings, and unlock private business deals.

"Over time, we think there will be compounding benefits for creators to tell new stories, reach new audiences, and find new partners, which should lead to many monetization opportunities," the Instagram spokesperson told TechCrunch during the media briefing.

Current Limitations and Feature Availability

Judging from Lyons and Mosseri's announcement video, Instagram Features is currently missing a lot of the robust viewing functionality long available on YouTube. While viewers can manually adjust playback speeds, key longform tools like automatic captions and video chapter markers appear absent in this initial build.

These user interface gaps reflect the early experimental phase of the product. Instagram is currently running controlled tests of Features among limited user groups across the United States and Brazil before making a broader global rollout decision.

Missing Functionality in Early Testing

• Captions: Automated closed captions are not fully integrated into the early test player for longform videos.
• Chapters: Viewers cannot skip to specific timestamped sections using native chapter divisions like on YouTube.
• Monetization Infrastructure: No built-in ad revenue split is active during the initial U.S. and Brazil pilot phase.

As user feedback comes in from pilot testers in the United States and Brazil, Meta will likely refine the video playback engine. Adding chapters, subtitles, search indexing, and improved TV app controls will be crucial if Instagram hopes to convince full-time video creators to shift their primary publishing workflows away from established longform video platforms.

What Instagram Features Means for the Future of Online Video

The rollout of 90-minute uploads marks an important evolution in the competition between social media and video hosting platforms. As short-form networks introduce longform video and traditional video engines expand short-form feeds, the boundaries between apps continue to dissolve.

For creators, having access to Instagram longform video offers a new outlet for reaching mobile-first audiences without stripping down complex topics into bite-sized clips. For viewers, it brings continuous long-form entertainment into an app they already open daily.

Whether Instagram can successfully compete with YouTube as a primary destination for long-form content will depend on how quickly it resolves monetization questions and delivers advanced viewing features. As testing continues in Brazil and the U.S., digital creators and media publishers will be watching closely to see if Instagram longform video delivers real audience growth and lasting business value.

from Mashable
-via DynaSage