Washington, USA: Instagram is testing a new long-form video format that will allow creators to upload horizontal videos of up to 90 minutes, marking a strategic expansion beyond the platform's short-form video focus as it seeks to keep audiences engaged with longer content.
Called "Features," the format is aimed at podcasters, comedians and other creators producing full-length programs and shows. Instagram head Adam Mosseri announced the test in a video featuring Tessa Lyons, the platform's vice president of product.
The test is underway with a limited group of creators in Brazil and is expanding to selected creators in the United States, according to The Verge, which cited an Instagram spokesperson. The company plans to broaden the trial to tens of thousands of creators in the United States and other markets.
Features will complement Instagram’s short-form, vertical Reels rather than replace them. Creators will be able to link Reels to full-length videos, allowing viewers who discover a clip to move directly to the complete program. Instagram is also testing tools to help creators turn segments of longer videos into Reels.
The longer videos are expected to appear in users' feeds and on the Explore page, as well as on Instagram's TV app, extending the format beyond mobile viewing. The platform is also testing a separate feature that allows creators to group related Reels into episodic series.
The move brings Instagram into more direct competition with YouTube for audiences watching podcasts, comedy specials and other creator-led programs. It also builds on the company's broader push to expand video viewing on television screens.
