Reels were not enough: Instagram is preparing for 90-minute long videos

Instagram, under the umbrella of Meta, is preparing to expand its short video-focused structure with long content.

The platform is testing a new format called “Features” on a limited basis, which allows users to share up to 90 minutes of horizontal video.

It is stated that the new system will be used especially for podcasts, comedy shows and long-term video content.

It is reported that the tests were opened to a limited user group in the USA, after some content producers in Brazil.

The system that Instagram works on is designed as a tool that directs short videos to long content.

Content producers will be able to choose short sections from their long videos and share them in Reels format. Viewers will be able to access the entire video via Reels.

Thus, users will not need to switch to another platform to watch a podcast or long video content.

Within the scope of the test called “Clips as Reels”, up to eight Reels that lead to a single long video can be shared.

It is planned that long videos will be accessible not only through the profile but also in the Explore section.

With this method, Instagram aims to transfer the viewer traffic obtained through short videos to long content.

Instagram manager Adam Mosseri had previously expressed the opinion that long videos were not suitable for the basic structure of the platform.

It was stated that Mosseri's main concern was that users staying in a single video for a longer time could reduce sharing and interaction between friends.

In the new model, the aim is for short videos and long content to support each other.

Instagram's reorientation towards the long video field has also raised the question of how content producers will generate income.

Within the scope of the Business Partner Program, YouTube shares 55 percent of the net revenue from ads shown on video viewing pages with content producers.

YouTube also announced in September 2025 that it had paid more than $100 billion in total to content producers, artists and media companies in the previous four years.

On the Instagram side, a clear model on how long video content will generate revenue has not yet been announced. Meta reported that different methods of earning within brands, followers and Instagram are being worked on, but it is too early to talk about the long-term model.

Instagram's long video plan is not limited to the phone screen.

It is stated that the company aims to offer the content published within the scope of "Features" in the television application.

Accordingly, the user will be able to watch a short podcast episode on the phone and then open the full episode on the television.

Instagram is also testing a “Series” feature that will allow creators to bring together related Reels videos on their profiles.

New tools are also being worked on to enable live broadcasts to reach larger audiences.

This isn't the first time Instagram has entered the long-form video space.

The company launched the IGTV application in 2018, but closed the application in 2022.

In the new period, it is planned to place long videos within the existing system of Instagram, along with Reels links and television application, instead of a separate structure.

Since “Features” is currently in a limited testing phase, it is not yet known when it will transition to a system where all users can share 90 minutes of video.