Instagram Tests 90-Minute 'Features' Long-Form Video to Challenge YouTube

Instagram Expands Into Long-Form Video With 'Features' Test

Instagram is initiating a significant expansion into long-form video content by testing a new format dubbed "Features." This new horizontal video capability allows creators to upload clips as long as 90 minutes, marking the platform's most substantial attempt to compete with YouTube in the long-form space. The test was announced by Instagram head Adam Mosseri and VP of product Tessa Lyons, who highlighted the platform's evolving strategy regarding video consumption.

The initiative is designed to create a symbiotic relationship between Instagram's dominant short-form Reels and this new long-form capability. Mosseri explained that the goal is to allow users who watch short clips of a podcast or comedy special in their feed to easily access the full-length episode. Creators will be able to link Reels directly to a full-length Feature and group related clips into series on their profiles, effectively using short content as a gateway to longer engagement.

Targeted Rollout and Creator Focus

The rollout of "Features" is currently restricted to a small group of creators, with initial testing limited to the United States and Brazil. According to an Instagram spokesperson, the platform is specifically targeting comedians and podcasters who have struck individual deals with Meta. This selective approach allows the company to gather feedback and refine the experience before a broader launch. The test is early-stage, with Instagram emphasizing that it is listening to user and creator feedback as it proceeds.

The format is intended to appear in users' main feeds and on the Explore page, integrating seamlessly with existing discovery mechanisms. By allowing horizontal video, Instagram is adapting to viewing habits that have shifted toward TV-like experiences, particularly among younger demographics who increasingly consume video content on larger screens.

Integration With Instagram TV Apps

The introduction of "Features" coincides with the expansion of Instagram's dedicated TV applications. The platform launched its first TV app on Amazon Fire TV in the US in December 2025, followed by expansions to Google TV and Samsung TVs. Support for Apple TV is also expected soon. These apps, which previously focused on Reels, will now prioritize "Features," allowing users to watch long-form content on their televisions.

This multi-screen strategy reflects Instagram's broader effort to embed itself into the living room entertainment ecosystem. The ability to watch Stories on television was introduced earlier this year, further demonstrating the platform's commitment to cross-device viewing. The TV apps provide a dedicated interface for long-form content, addressing concerns that mobile screens may not be ideal for 90-minute videos.

Strategic Shift From Short-Form Focus

Instagram's move into long-form video represents a notable shift in strategy. Mosseri has previously expressed reluctance to embrace long-form content, citing concerns that it might cannibalize engagement with short-form Reels. He worried that long videos would reduce the number of photos and carousels users share with friends, a core function of the platform. However, the new approach aims to balance these formats, ensuring that long-form video complements rather than replaces short-form interaction.

The test also includes updates for creators, such as the ability to group Reels into series. This structure helps creators build audiences for longer content by leveraging their existing short-form success. The platform is experimenting with how these formats interact, aiming to create a unified video experience that serves both casual scrollers and dedicated viewers.

Market Implications and Future Outlook

The introduction of "Features" positions Instagram as a more direct competitor to YouTube in the long-form video market. While Instagram currently lacks YouTube's ad-sharing model for creators, the platform is leveraging its massive user base and integrated ecosystem to attract content creators. The focus on podcasters and comedians suggests Instagram is targeting high-engagement content that benefits from both short and long formats.

As the test continues, Instagram will likely refine the "Features" format based on user feedback and creator performance. The integration with TV apps and the symbiotic link between Reels and long-form video indicate a long-term strategy to diversify content consumption on the platform. Whether this shift can successfully challenge YouTube's dominance in long-form video remains to be seen, but it marks a significant evolution in Instagram's content strategy.

Key takeaways

• Instagram is testing "Features," a horizontal video format allowing uploads up to 90 minutes long.
• The test is limited to select creators in the US and Brazil, focusing on podcasters and comedians.
• The goal is to make short Reels and long-form video symbiotic, using short clips to drive traffic to longer content.
• Instagram's TV app, now on Fire TV, Google TV, Samsung, and soon Apple TV, will prioritize "Features."
• This move marks a strategic shift for Instagram, which previously resisted long-form video to protect short-form engagement.
• The initiative aims to compete more directly with YouTube by leveraging Instagram's existing user base and creator tools.