Instagram begins testing 90-minute video uploads to challenge YouTube

Instagram announced on Monday that it is testing a video upload option called “Features,” which lets creators share videos up to 90 minutes long. The trial, currently running in Brazil and now expanding to a small test in the United States, follows the platform’s earlier focus on short-form vertical clips.

Head of Instagram, Adam Mosseri, told the Colin and Samir Show that most creator earnings on the platform come from brand deals and fan contributions, while a performance-based program remains small. He added that Instagram spends more on creator payouts than it recoups, making large-scale scaling difficult.

YouTube’s Partner Program, by contrast, pays creators 55 % of ad revenue, a model that has generated over $100 billion in payouts over the past four years, according to the company.

Meta, Instagram’s parent company, has not confirmed whether ads will appear in the new long-form videos, but a Meta spokesperson said the company is “exploring ways for creators to earn from brands, fans, and Instagram, including performance-based incentives.”

Mosseri noted that he had previously opposed long-form video on Instagram, citing the higher engagement of Reels. However, product VP Tessa Lyons advocated for the change, arguing that longer content lets creators go deeper with their audiences. The platform is also testing “Clips as Reels,” which creates short Reels from longer videos and links viewers to the full version, and is developing discovery tools for live video and episodic Reels.

Mosseri said the goal is to make short-form and long-form video “symbiotic,” supporting both formats on mobile and TV apps, and emphasized a long-term commitment to the initiative.