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New trial underway

Users can now watch 90-minute videos on Instagram!

Published : Wednesday, 28 October, 2026 at 2:36 PM

Observer Online Report

AI Illustration

Instagram is expanding beyond short-form clips to test a new video feature called "Features," allowing selected creators to publish horizontal videos up to 90 minutes long.

The social media platform is currently testing the capability with a select group of creators in the United States, following a limited trial in Brazil. The company plans to gradually expand the test to more US creators, though a global rollout date remains unannounced.

According to tech publication The Economic Times, the initiative aims to keep users on the app longer by letting them transition seamlessly from short Reels to full-length podcasts, interviews, or comedy specials.

Instagram's Head of Product, Tessa Lyons, explained that creators can link full-length videos directly to their Reels. Interested viewers can jump straight from a teaser clip to the main program. The platform also plans to display the new horizontal videos in users' main feeds and Explore sections.

The shift towards wide-screen video format enhances the viewing experience for long-form content on mobile devices. Instagram is also exploring options to support long video playback on television screens.

Industry analysts view this expansion as a direct challenge to YouTube. While Instagram built its reputation on short-form content, the new format aims to boost user retention and help creators build broader audiences.

Instagram previously launched IGTV for long-form content in the past, but shut down the standalone service in 2022. The new feature integrates long-form video directly into the main Instagram application instead of requiring a separate app.

The "Features" tool remains in the experimental phase. The company has not yet disclosed details regarding official global release dates, creator monetization structures, or final feature sets.

-SA

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Editor : Iqbal Sobhan Chowdhury

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