Instagram Takes on YouTube With a New 90-Minute Horizontal Video
Creators can link shorter Reels directly to their full-length Features videos for seamless in-app viewing.
Summary
Instagram has launched stateside testing for Features, a horizontal video format supporting up to 90-minute uploads
The update allows podcasters and comedians to link short-form Reels directly to full episodes without users leaving the app
The rollout marks a strategic push to rival YouTube and capture audiences across multiple devices following the sunsetting of IGTV
Instagram officially launched a test for a brand-new horizontal video format dubbed Features. First reported by The Hollywood Reporter, the trial rolled out to a select group of creators in the US on Monday, October 26, following an initial testing phase in Brazil. The product supports horizontal videos up to 90 minutes long, targeting podcasters, stand-up comedians and other digital creatives who specialize in extended runtimes.
Features integrates with the platform’s existing ecosystem, turning bite-sized content into a direct funnel for extended viewing. Creators can link their shorter Reels, which typically run for three minutes or less, straight to their full-length productions. Audiences can tap a podcast clip inside their Reels feed to jump straight to the full episode without leaving the Instagram app. To maximize visibility, the algorithm pushes these full-length videos as native recommendations on the Instagram Explore page and other sections of the application.
Beyond viewer retention, the update opens new financial pathways for the creator economy. According to Instagram VP of Product Tessa Lyons, established creators can bring their existing branded content placements straight into these long-form videos. Lyons added that Instagram views this structural update as an opportunity to help emerging creators who lack backend business infrastructure monetize their longer broadcasts.
The introduction of Features capitalizes on an entertainment industry trend where short social media snippets act as promotional gateways to full-length episodes. Instagram’s initiative represents a renewed attempt to compete directly with YouTube in long-form video, a market it previously retreated from after phasing out IGTV. This ambition extends beyond smartphones. A recent expansion brought the Instagram for TV app to Apple TV in the U.S., positioning these 90-minute uploads to engage viewers across multiple connected devices.
