Instagram is testing Features, a new long-form horizontal video format of up to 90 minutes aimed at podcasters, comedians, and other creators, in the US

You can now watch 90-minute videos directly on Instagram, making it a potential destination for podcast and long-form content.

Instagram is testing a new long-form horizontal video feature, codenamed 'Features', in the U.S. with select creators. This allows for videos up to 90 minutes long, specifically targeting podcasters, comedians, and other creators who produce extended content. The feature aims to link short-form Reels to these longer videos, enabling users to seamlessly transition to the full content. Instagram is expanding this test from initial trials in Brazil to tens of thousands of creators in the U.S. and plans further international rollout. The company also aims to make this content accessible on Instagram for TV, supporting smart TVs and streaming devices.

This move signals Instagram's aggressive push to capture more creator attention and user viewing time, directly challenging platforms like YouTube and TikTok in the long-form video space. By enabling 90-minute horizontal videos, Meta is attempting to diversify its content offerings beyond short-form Reels and Stories, aiming to become a more comprehensive entertainment hub for creators and consumers alike. The integration with Reels and potential TV app availability suggests a strategy to leverage existing user engagement while expanding into new consumption formats.

The expansion into long-form video, particularly for podcasts, also implies Instagram's efforts to attract and monetize a different tier of creators who might previously have focused solely on YouTube or dedicated podcasting platforms. While monetization details are still developing, the platform's intent to assist creators in securing brand deals indicates a serious commitment to becoming a viable alternative for professional content producers, potentially impacting advertising revenue streams across the creator economy.