Instagram is testing a new format called Features that lets creators upload horizontal videos up to 90‑Minute long. The trial started with a small group of US creators and targets podcasters, comedians and other long‑form creators who mainly publish on YouTube today. The feature expands Instagram video ambitions beyond short Reels, aiming to keep viewers longer and compete directly with YouTube’s long‑form ecosystem. The trial will run for several months before a broader rollout.
Adam Mosseri and VP of Product Tessa Lyons announced the effort in a video, saying Instagram will host full episodes and let Reels link directly to them, with Features also appearing on the Explore page. Reels will also be recommended alongside the new Features content.
Unlike YouTube’s Partner Program that shares ad revenue, Instagram has no plans to split revenue for Features yet, though it is funding some creators directly and says established creators can bring existing sponsorships and branded content. Instagram’s earlier IGTV launch in 2018 and shutdown in 2022 show past long‑form attempts.
The Instagram for TV app, which debuted on Amazon Fire TV in December 2025, is now on Apple TV in the US, but no rollout date is set and without revenue sharing creators are unlikely to abandon YouTube soon.
Source: TechPowerUp News · Summarized by HeadlinesBriefing