News in short

• Instagram is testing Features, a format for horizontal videos lasting up to 90 minutes.
• Creators can link short Reels to full-length videos on the platform.
• The test has expanded from Brazil to select creators in the US.
• Instagram is exploring TV viewing and new monetisation opportunities for creators.
• The company has not announced a wider rollout date or detailed monetisation plans.

Instagram is testing a new long-form video format as it looks to expand beyond short Reels. Called Features, the format allows selected creators to upload horizontal videos lasting up to 90 minutes.

The feature could help podcasters, interviewers and comedians share full-length content without directing viewers to another platform. Instagram also wants users to discover longer videos through short clips and recommendations across the app.

The move puts Instagram in more direct competition with YouTube, where long-form videos already play a central role in the viewing experience.

Instagram Features: How the long-form video format works

With Features, creators can connect short Reels to longer videos. For example, a creator could post a short clip from a podcast and direct interested viewers to the full episode on Instagram.

The platform also plans to recommend longer videos through Explore and other sections of the app. This could help creators reach viewers who do not already follow their accounts.

Instagram Vice President of Product Tessa Lyons outlined the format in an announcement video with Instagram head Adam Mosseri. According to the report, the company initially tested Features in Brazil before expanding the trial to selected creators in the US.

Participants in the initial test include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakovsky and football content creator Donald De La Haye.

Instagram reportedly plans to expand the test to tens of thousands of participants. However, it has not announced a public launch date.

Instagram takes on YouTube with longer videos

The Features test signals Instagram’s interest in attracting creators who produce longer content. Podcasts, interviews and comedy programmes can require more viewing time than short-form clips typically offer.

Instagram previously tried long-form video through IGTV but eventually phased out that product as the company shifted its focus towards Reels. Features represents another attempt to make longer videos part of the Instagram experience.

YouTube remains a major competitor in this space. Its established long-form viewing experience and creator advertising model give it an advantage. The source report notes that eligible YouTube creators receive 55% of advertising revenue.

Instagram has not yet explained how it will monetise Features videos. The company is exploring brand deals for participating creators, who can continue to include sponsored content without making their videos exclusive to Instagram.

It also plans to help creators find advertisers. However, details about revenue sharing, eligibility and other monetisation arrangements remain unclear.

Instagram explores long-form videos on TVs

Instagram’s plans extend beyond smartphone screens. The company is exploring ways to bring longer videos to living rooms through its TV app.

According to the report, Instagram’s TV app is available on Samsung TVs, Amazon Fire TV and Google TV in the US, with Apple TV support also in development at the time of reporting.

Instagram is testing additional viewing features, including using a phone as a remote, seeing what friends are watching and saving videos on mobile for later viewing on a TV.

The company is also experimenting with Series, a feature that groups related Reels into episodes. Separately, it is testing changes to Instagram Live that recommend broadcasts to users who do not follow the creator. This Live discovery test is running in Brazil and Indonesia, with a US expansion planned for next year.

When will Instagram Features launch for everyone?

Features remains limited to selected creators in the US following its earlier trial in Brazil. Instagram has not confirmed when it will become available to all creators or users.

For now, the format offers a glimpse of how Instagram could evolve from a short-video platform into a destination for longer viewing sessions. Its success will depend on creator adoption, audience discovery and the monetisation options the company eventually introduces.