Instagram is moving beyond short clips. The Meta-owned platform has begun testing a new format called Features, which allows users to upload videos running as long as 90 minutes.
The announcement came from Instagram VP of Product Tessa Lyons and Head of Instagram Adam Mosseri in a video posted on Monday. According to a report by Mashable, the test is currently limited to small groups of users in the U.S. and Brazil.
Why Instagram Is Embracing Longer Videos
Lyons explained that many creators already make longer videos and then cut them into clips to attract viewers through Reels. Features is meant to let those audiences watch the full versions without leaving Instagram.
She stressed that Reels will remain central to the app, but said people who want to spend more time with their favorite creators should be able to do so on Instagram itself.
Today, Reels top out at 20 minutes. YouTube, the default home for longform creators, allows verified accounts to upload videos of up to 12 hours.
A Push Toward the Living Room
The new format appears built around landscape footage and will be available on desktop, the mobile app and Instagram for TV, the company's television app for watching Reels and other video.
Lyons said a major goal is to give that TV app more to show, noting that a strong television experience requires more than short-form clips. She described a scenario in which someone spots a clip on their phone during the day, then gets prompted on their TV that evening to finish the full video.
The Monetization Gap With YouTube
Instagram does not yet match YouTube's financial incentives. Instagram creators typically earn money through brand deals and collaborations arranged outside the platform, while the YouTube Partner Program shares ad revenue directly, giving creators 55 percent on longform videos and 45 percent on Shorts.
That gap drew immediate pushback. The most liked comment on the announcement post came from mental health creator Divija Bhasin, who questioned why anyone would post unpaid long videos on Instagram when YouTube pays for the same effort.
Instagram's Response on Creator Pay
An Instagram spokesperson told TechCrunch the company is exploring possible monetization models, including incentives tied to performance, but is not ready to announce specific plans.
Instead, the spokesperson emphasized that reaching larger audiences through Features could help creators land more brand partnerships, arguing the benefits would build over time and open up new earning opportunities.
Early Test Lacks Key Tools
Based on the announcement video, Features is missing several tools YouTube users take for granted. Viewers can change playback speed, but captions and chapters do not appear to be available in this early stage.
Those capabilities could arrive later as the limited U.S. and Brazil tests continue.
What It Means for Creators and the Video Market
Features signals that Instagram wants to compete more directly with YouTube for longform viewing, especially on television screens, where watch sessions run longer and advertising is valuable.
For creators, the calculation will hinge on money. Until Instagram offers a clear revenue model, many are likely to treat the format as a supplementary channel rather than a replacement for YouTube, using it to extend reach and attract sponsors.
Source: Mashable
