Instagram Tests 90-Minute Horizontal Videos in Push Against YouTube

Instagram is making a massive pivot away from strictly short-form entertainment by launching a brand-new test that allows podcasters and creators to upload horizontal videos up to 90 minutes long (via The Hollywood Reporter).

The new product, called ‘Features,’ is rolling out on a test basis to select creators in the United States and builds on earlier testing phases that took place in markets like Brazil. The functionality is built to let creators seamlessly link short-form Reels directly to full-length videos. This integration gives users a simple way to go from watching a quick clip to consuming an in-depth interview, vlog, or full podcast episode with just one click.

For years, head of Instagram Adam Mosseri and other company executives maintained that the platform’s primary focus was connecting friends and serving short-form content. However, shifting consumer habits and the massive popularity of video podcasts have prompted a change in strategy.

The new long-form push is part of a broader ecosystem update aimed at evolving how people consume media on the app. Alongside the 90-minute video test, Instagram is gradually expanding tests for episodic content formats, allowing creators to organize serialized videos neatly on their profiles.

The strategy addresses a major hurdle that creators have faced for years i.e. moving an established social media following over to long-form platforms requires building an audience completely from scratch. By bridging short clips and extended content within the same app, creators can leverage their existing Reels distribution to direct viewers into hours of deep-dive content.

As the initial tests roll out to U.S. creators, industry watchers will be closely monitoring how audiences respond to long-form media inside the traditionally fast-paced social app. If the experiment succeeds, it could fundamentally alter how podcasters and digital creators distribute their content.