Instagram begins testing 90-minute horizontal videos for creators
Instagram is piloting a new feature that lets select U.S. creators upload horizontal videos up to 90 minutes, aiming to support podcasts, long-form comedy and other extended content.
Instagram has started a test of a new product called Features that allows creators to upload horizontal videos up to 90 minutes long. The trial, which began on Monday, involves a limited group of U.S. creators and follows earlier testing in Brazil. The format is intended for podcasters, comedians and other long-form creators, and lets them link full-length videos to short-form Reels clips.
"What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature," said Tessa Lyons, vice president of product at Instagram.
Early participants include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakovsky and football content creator Donald De La Haye. The videos will be recommended on Instagram’s Explore page and other sections of the app.
Lyons added that Instagram is negotiating separate deals with the creators and that existing ad arrangements will carry over to the longer videos, while the platform will also seek new sponsorship opportunities for creators without prior deals.
"For established creators who already have those relationships, they can bring that content with those placements and that branded content. And we also think that there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them," Lyons said.
The feature is currently mobile-only, but Instagram plans to extend it to TV platforms such as Samsung, Fire TV, Google TV and Apple TV, citing a belief that large horizontal screens provide the best viewing experience for long-form content. Instagram is also experimenting with a Series format for episodic Reels and has reached out to micro-drama studios in Southeast Asia.
The company expects to expand testing to additional countries in the coming months and aims to roll out the feature more broadly in the United States by the end of the year or early next year. Other upcoming tests include integrating live video into the Reels tab and showing live streams to users who do not follow the broadcaster.