Instagram launches test of 90-minute horizontal video format
Instagram is testing a new long-form horizontal video feature called Features, allowing creators to post videos up to 90 minutes and link them from short Reels.
Instagram has begun testing a new long-form horizontal video format named Features with a group of creators in the United States. The format supports videos up to 90 minutes and is targeted at podcasters, comedians and other creators who produce extended content.
The test, which started on Monday, also enables creators to link shorter Reels clips to the full-length videos, allowing viewers to tap a clip and continue watching the entire episode without leaving the app. Instagram says the full videos will be recommended on the Explore page and other sections of the platform.
"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," Instagram VP of Product Tessa Lyons told The Hollywood Reporter.
Features follows earlier attempts by Instagram to enter the long-form video market, such as IGTV, and is part of a broader industry trend of integrating video podcasts and extended shows into social platforms.