Instagram Trials 90-Minute Video Uploads in Push for Longer Content

Instagram is testing a new long-form video format that will allow creators to upload horizontal videos lasting up to 90 minutes, Qatar News Agency (QNA) reported on Tuesday.

The move is part of the platform’s efforts to expand its video offerings and attract audiences interested in full-length programmes and shows.

Called “Features”, the new format is designed for creators such as podcasters and comedians who produce longer content. Instagram head Adam Mosseri announced the trial in a video featuring the platform’s vice president of product, Tessa Lyons.

The test is currently limited to a small group of creators in Brazil, with plans to extend access to selected creators in the United States. Instagram intends to eventually expand the trial to tens of thousands of creators across the US and other markets.

Features will run alongside Instagram’s short-form, vertical Reels rather than replace them. The platform will allow creators to link Reels to full-length videos, enabling viewers to move directly from short clips to complete programmes.

Instagram is also testing tools that will help creators turn portions of longer videos into Reels, making it easier to promote full-length content through shorter clips.

The videos will be available in users’ feeds, on the Explore page and through Instagram’s TV app, extending their reach beyond mobile devices.

Separately, the platform is testing a feature that will allow creators to organise related Reels into episodic series.

The initiative puts Instagram in more direct competition with YouTube for viewers of podcasts, comedy specials and other creator-led programmes. Its expansion into longer videos and television viewing also reflects efforts to keep users engaged for extended periods.

Background

Instagram initially built its video offering around short, vertical clips but has gradually expanded its support for longer content.

The platform previously introduced IGTV as a dedicated destination for long-form videos before shifting its focus towards Reels, which competes with short-video services such as TikTok. The latest trial signals another effort to broaden Instagram’s appeal among creators and audiences seeking longer programmes.