Instagram's "Features" Is Taking on YouTube With Long-Form 90-Minute Horizontal Videos

Instagram is making a major move beyond short clips, which might put some pressure on the popular video steeaming platform, YouTube. Meta is testing Features, a new format that lets select creators publish widescreen videos up to 90 minutes long. The move gives podcasters, comedians, and other creators more room to tell their stories.

Instagram ‘Features’ brings long-form videos to the platform

Instagram head Adam Mosseri and product vice president Tessa Lyons announced the upcoming festure on October 26. In their official Instagram announcement, they explained how longer videos could work alongside Reels, rather than replace them.

The format is designed for content that needs more time, including podcasts, interviews, comedy specials, and episodic shows. Instead of sending viewers elsewhere for full episodes, creators could publish longer videos directly on Instagram.

The platform is also testing a way to connect shorter Reels with full-length videos. This would let viewers discover a podcast clip, tap through, and continue watching the complete episode. Features videos could also appear in Explore and Instagram’s TV experience. According to The Verge, the initial test includes a small group of creators in the United States, alongside creators already participating in Brazil. Instagram has not confirmed when the feature will reach everyone.

Meta wants short videos and long-form content to work together

Interestingly, Mosseri previously expressed concerns about introducing long-form videos. He worried that longer viewing sessions could reduce the time people spend sharing Reels, photos, and carousels with friends.

Instagram now wants both formats to complement each other. Reels can help creators reach new audiences, while Features gives interested viewers a way to watch full episodes without leaving the platform.

The change also fits Instagram’s growing TV goals. The company has been expanding its TV app beyond its original Reels-focused experience, making longer widescreen content a natural next step.

Creator monetization remains a big question

Instagram has not announced a YouTube-style advertising revenue-sharing program for Features just yet. Existing sponsorship arrangements may carry over, but creators still lack clarity about direct earnings from these videos. For now, Features remains an experiment rather than a full public launch. However, it seems Instagram is clearly making room for longer videos as it tries to keep creators and viewers within its ecosystem.