Instagram is preparing to offer users longer videos by testing a new feature that allows horizontal videos of up to 90 minutes to be published, enabling viewers to move directly from short clips to full episodes.
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The platform is testing a new long-form video format called “Features,” which allows a select group of content creators to publish horizontal videos lasting up to 90 minutes.
The platform previously tested the new format with several content creators in Brazil before beginning to expand the trial to tens of thousands of creators in the United States.
How will the new long-form video feature work?
The new feature is designed specifically for podcasters, comedians and other content creators who produce videos longer than the usual three-minute limit for short Instagram Reels.
Tessa Lyons, Instagram’s vice president of product, explained that the feature will allow users to click on a short clip from a podcast they enjoy and move directly to the full episode or the original video linked to it.
Photo: Instagram’s new feature for playing long-form videos through the platform’s app on televisions and phones.
These videos will also appear in recommendations in the Explore section and other areas of Instagram, giving content creators an opportunity to reach a wider audience.
The platform will not impose exclusivity requirements on this type of video, allowing creators to publish the same clips on other platforms.
Existing advertising placements will also continue to appear in long-form videos. Instagram confirmed that it will help creators who do not currently have advertising agreements with brands find new collaboration opportunities.
Long-form videos target television screens
Although the new feature will work on smartphones, Instagram aims to encourage users to watch videos on larger screens rather than relying solely on their phones.
Lyons explained that horizontal, long-form content offers a better viewing experience on large screens, predicting that most views of this type of content will eventually shift to televisions.
This is where Instagram’s dedicated TV app comes in. It is already available on Samsung televisions and the Fire TV and Google TV platforms, with support being expanded to Apple TV devices.
Photo: Instagram’s long-form videos displayed on Samsung televisions.
Meanwhile, Instagram is testing another feature called “Series,” a dedicated space for displaying sequential Reels on creators’ profiles, amid growing interest in ultra-short series.
The platform plans to expand testing of this feature to more countries, with a launch in the United States expected by the end of 2026 or early 2027.
Separately, Instagram is testing the option of displaying livestreams in the Reels tab and recommending them to users who do not follow the broadcaster.
This trial is scheduled to launch in Indonesia and Brazil before expanding to the United States during 2027.
These steps reflect Instagram’s new strategy of using short clips to draw viewers toward longer content in an effort to increase the total time users spend watching videos on the platform.
Through this strategy, Instagram aims to compete with YouTube for the audience that the platform has successfully attracted and retained for many years.
