Instagram Is Betting on Long-Form with 90-Minute Videos

TLDR

• Instagram is testing Features, a format for horizontal videos of up to 90 minutes, with select creators
• Reels clips lead viewers to the full video, so Instagram adds long-form while keeping its focus on connecting friends
• Brands get a second home for long-form creator video, and the open question is whether creators commit without an ad revenue share

Instagram is betting on 90-minute video. Its new Features format lets select creators in the US and Brazil upload horizontal videos of up to 90 minutes. Instagram head Adam Mosseri and VP of Product Tessa Lyons announced the test on Oct. 26. The bet rests on one design choice. Reels lead viewers into the long video, so Instagram adds long-form while keeping its focus on connecting friends.

 

View this post on Instagram

 

A post shared by Adam Mosseri (@mosseri)

Why Mosseri Changed Course

In the announcement video, Mosseri said he had opposed long-form video because of what it could do to sharing. He said watching 10, 20 or 30 minutes of video means fewer “Reels, photos and carousels that you might not have sent to a friend.” That could lead to fewer likes and shares.

Lyons said creators already post clips from longer videos to drive discovery, and Features turns that habit into a product. The short clip stays shareable, and the full video serves viewers who want to stay.

The Plan Extends to TV Screens

The screen is part of the shift too. Mosseri said Instagram now sees a need to expand its focus on longer videos, including on TV. The announcement points to Apple TV and phone-as-remote playback. Instagram shut down its IGTV app in 2022 and now places long video inside the Reels flow.

What Happens Next Depends on Creators

Instagram has not announced an ad revenue share for Features, so it is funding some creators directly. Business Insider reported offers of $50,000 to $500,000 to select YouTubers, with Instagram reportedly asking them to post their long videos the same day. That money shows how seriously Instagram takes the bet.

For brands, long-form creator video now has a second home to plan around. A clip and its full video become one asset across Reels and Features, and results from the two surfaces will need reading together.

Whether creators keep making 90-minute videos for Instagram without a payout built into the platform will decide how far this bet goes.