Instagram Tests 90-Minute Videos: What It Means for Creators, Brands and Digital Marketing in 2026
Instagram has built its reputation around short videos, quick interactions and content designed to capture attention in seconds. But its latest experiment suggests that the platform wants to become much more than a destination for scrolling through Reels.
On October 26, 2026, Instagram began testing a new video format that allows selected creators to publish horizontal videos up to 90 minutes long. Called Features, the format is designed for longer content such as podcasts, comedy performances, interviews and other creator-led programming.
The experiment initially involves selected creators in the United States, following earlier testing in Brazil. It is not yet a universal feature available to every Instagram account. Source: The Times of India.
For creators, this opens up new possibilities for distributing full-length content. For businesses, it raises an important question: what happens when the platform people use for short-form discovery also becomes a destination for longer viewing?
For digital marketers, the potential implications extend to content repurposing, audience engagement, video production and the competition for viewers' attention.
Let's explore what the update means and how creators and brands can prepare.
1. Instagram's 90-Minute Video Update: What Is Actually Changing?
Quick summary: Instagram is testing a new long-form video format called Features, allowing selected creators to publish horizontal videos up to 90 minutes long.
The new format represents a shift in how Instagram approaches video distribution.
Until now, the platform has been particularly associated with short-form content, especially Reels. Creators have used short videos to attract attention, showcase products, share educational tips and build audiences.
With Features, Instagram is experimenting with a format that supports longer viewing sessions.
According to TechCrunch's report, the new format is part of Instagram's broader effort to support different types of video consumption rather than relying exclusively on short-form clips.
The key elements of the experiment include:
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Videos up to 90 minutes: Selected creators can upload longer, horizontal video content.
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Connected short clips: Creators can link short Reels to their full-length videos so viewers can continue watching.
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Long-form discovery: The videos may be recommended through Explore and other areas of Instagram.
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TV viewing potential: Instagram is working toward supporting longer viewing experiences through its TV app.
The most interesting change is how short-form and long-form content can work together.
A viewer might discover a 30-second podcast highlight while browsing Reels. Instead of searching for the complete episode elsewhere, they could follow the link directly to the full video on Instagram.
This creates a connected discovery journey: short content attracts attention, while long content provides the opportunity for deeper engagement.
However, the feature is still being tested. Creators should not assume that every account can upload 90-minute videos or that the format will immediately become available worldwide.
2. Why Instagram Is Moving Beyond Short-Form Video
Quick summary: Instagram is expanding its video strategy to retain audiences, support more creator formats and compete for the time people spend watching content.
Short-form video remains powerful because it makes content easy to discover and consume. But it is not ideal for every subject.
A quick tutorial can explain a single marketing tip in 30 seconds. A complete podcast conversation, detailed product review or educational lesson may need 30 to 60 minutes to communicate its value properly.
By supporting longer videos, Instagram could offer creators more flexibility while keeping audiences within the same platform.
Competing for attention beyond Reels
Instagram is entering a space where platforms such as YouTube already have established audiences for long-form content.
YouTube supports full-length podcasts, interviews, tutorials, documentaries and creator-led shows. Its established video infrastructure and creator monetization options also make it an important channel for professional creators.
Instagram's approach is different. Its existing audience relationships and Reels discovery system could help creators introduce long-form videos to people who already follow or engage with their short-form content.
Consider a business podcast that publishes weekly interviews.
On YouTube, viewers might find an episode through search, recommendations or subscriptions. On Instagram, the same creator could publish short highlights designed to spark curiosity, then connect those clips to the full conversation.
This creates an opportunity to use Instagram for both discovery and deeper content consumption.
The bigger strategic shift
Instagram's experiment also reflects a wider change in digital content.
Platforms increasingly need to support multiple viewing habits. Some users prefer quick entertainment, while others want detailed explanations, conversations and episodic stories.
Rather than forcing every idea into a short Reel, creators could eventually have more options for presenting content in the format that best suits it.
That does not mean short-form video is becoming irrelevant. Reels will remain useful for discovery, sharing and reaching new audiences.
The more likely direction is a platform where short and long videos serve different purposes within the same content strategy.
3. What 90-Minute Instagram Videos Mean for Creators and Businesses
Quick summary: Long-form videos could help podcasters, educators, influencers and brands distribute deeper content, while creating more opportunities to connect short-form discovery with full-length viewing.
The potential value of this update depends on the kind of content a creator or business produces.
For some accounts, longer videos could become a useful distribution option. For others, short-form content may remain the most effective format.
Here are four areas where the experiment could matter.
Podcasters and interview creators
Podcasters often produce recordings that run for 30 to 90 minutes or longer.
Until now, they have frequently used Instagram to distribute highlights while hosting complete episodes elsewhere.
Features could make it easier to connect those highlights to the complete conversation, potentially reducing friction for viewers who want to watch more.
Creators should still consider where their audience watches full episodes and how different platforms contribute to reach, engagement and revenue.
Coaches, educators and consultants
Educational content often requires more context than a short video can provide.
A marketing consultant could share an introductory Reel explaining one common advertising mistake, then direct interested viewers to a longer lesson covering campaign structure, targeting, creative testing and reporting.
Similarly, a fitness educator could use short clips to introduce a topic while reserving a longer session for detailed demonstrations and explanations.
The important principle is to give the viewer a reason to continue watching. Longer duration alone does not create value.
D2C brands and product businesses
Brands can use long-form video to answer questions that short product videos cannot cover in depth.
For example, a skincare brand might publish a detailed discussion about ingredient selection, explain how to use its products correctly, or host a conversation with a qualified expert.
A consumer electronics brand could demonstrate a product, compare features and answer common questions in one comprehensive video.
Such formats may help customers understand a product before purchasing. However, marketing claims should remain accurate, substantiated and appropriate for the product category.
Agencies and B2B brands
For digital marketing agencies, long-form video could support thought leadership, client education and lead generation.
An agency could record a discussion about Google Ads performance, repurpose key insights into short Reels and connect interested viewers to the full session.
This provides multiple entry points into the same subject without requiring an entirely new production for every post.
For businesses, the objective should be to create content that answers meaningful customer questions, not simply to fill the maximum available duration.
4. How to Build a Long-Form Video Strategy for Instagram
Quick summary: Start with content that already performs well, use short clips as discovery assets, and evaluate long-form performance before increasing production.
The best way to prepare for a new video format is to create a repeatable workflow rather than immediately investing in lengthy productions.
Step 1: Choose the right subject
Long-form content works best when the topic genuinely benefits from depth.
Examples include expert interviews, product demonstrations, tutorials, founder conversations, behind-the-scenes features and educational discussions.
A topic that can be explained clearly in 45 seconds does not need to become a 60-minute video.
Start with a subject your target audience already cares about.
Step 2: Create one substantial recording
Record a complete conversation, lesson or demonstration, then identify the most useful sections.
For example, a 45-minute interview could contain several independent insights, each suitable for a short Reel.
This approach helps brands generate multiple content assets from one recording session and maintain a consistent publishing schedule.
Step 3: Use short clips to attract attention
Create short clips that communicate a specific idea, answer a question or introduce an interesting moment from the full video.
Each clip should deliver standalone value. Avoid making every Reel feel like an advertisement for content that exists somewhere else.
When the Features linking capability is available to your account, use it to connect relevant short clips to the full video.
Step 4: Make the full video easy to watch
Longer content requires a different production approach from short-form video.
Prioritize clear audio, stable footage, useful pacing and a strong opening. Remove unnecessary pauses, and use an understandable structure so viewers know what the video will cover.
Chapters or detailed video navigation may be useful where the available publishing tools support them.
Horizontal video is particularly suitable for interviews, demonstrations and conversations where viewers benefit from seeing more of the scene.
Step 5: Measure performance and improve
Do not evaluate long-form content purely by views.
Track the metrics available for the format, including watch time, audience retention, completion rate, shares, saves, profile visits and relevant enquiries.
Compare results across topics and formats. If a video attracts many initial views but loses most viewers quickly, review its opening and pacing. If viewers watch but do not take the next step, consider whether the content and call to action match the audience's intent.
Because Features is still in testing, reporting options and distribution behavior may evolve as Instagram gathers feedback.
5. The Role of AI and Video Repurposing in This New Content Landscape
Quick summary: AI-assisted editing and content workflows can reduce production time, but the quality of the original content remains essential.
Publishing longer videos introduces a practical challenge: creators need enough valuable content to justify the investment in filming, editing and distribution.
This is where AI-assisted workflows can help.
Tools such as Descript and Adobe Premiere Pro can support editing, transcription and other post-production tasks. Depending on the workflow, AI tools can help identify potential highlights, produce transcript-based edits and organize content for different platforms.
A creator or agency could establish a workflow such as:
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Record a full-length interview or educational session.
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Generate a transcript and identify the strongest moments.
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Edit the original video into a coherent long-form programme.
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Turn selected moments into short clips for Reels and other social platforms.
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Review captions, claims, audio and visual quality before publishing.
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Track performance to identify topics worth developing further.
Automation tools such as n8n and Zapier can also help manage repetitive steps, such as moving approved assets between project management tools, creating review tasks or notifying team members when an edit is ready.
These systems should include human review, particularly when clips contain sensitive conversations, factual claims or references that may lose context when extracted.
AI should make production more efficient, not turn every long recording into dozens of repetitive videos.
For agencies, this creates an opportunity to build better content systems for clients: one production workflow can support longer educational videos, short-form distribution, social media management and performance analysis.
Conclusion: Instagram Is Testing a Bigger Role in Video
Instagram's 90-minute video experiment is an important development for creators and marketers, but its significance lies in the direction of the platform rather than the duration alone.
With Features, Instagram is testing a way to connect short-form discovery with longer viewing experiences. If the format expands, podcasters, educators, businesses and other creators could gain another distribution channel for full-length content.
The immediate priority is not to abandon Reels or move every video to a longer format. It is to understand which content formats best serve your audience and how they can work together.
Start with useful ideas, create a reliable production workflow, repurpose content thoughtfully and measure meaningful outcomes.
The opportunity is not simply to make longer videos. It is to turn attention into deeper engagement and stronger audience relationships.
Frequently Asked Questions
1. Can everyone upload 90-minute videos on Instagram now?
No. As of October 28, 2026, Instagram is testing the Features format with selected creators, following earlier trials in Brazil. It is not yet generally available to all accounts.
2. What is Instagram Features?
Features is a test of a long-form horizontal video format that supports videos up to 90 minutes and can connect short Reels to full-length content.
3. Is Instagram trying to compete with YouTube?
The expansion suggests that Instagram wants to become a destination for more types of video consumption. However, the extent to which it can compete with YouTube will depend on adoption, discovery, viewing behavior and creator monetization.
4. What types of creators could benefit from long-form Instagram videos?
Podcasters, comedians, educators, interviewers, influencers and businesses producing detailed demonstrations or educational content could find the format useful if it becomes available to them.
5. Should brands start producing 90-minute videos?
Not automatically. Brands should choose video length based on audience needs and the subject. Start with relevant topics, test formats where available and measure engagement before committing to longer production schedules.
6. How can businesses repurpose long-form videos efficiently?
Create a complete recording, identify useful segments, edit short clips that offer standalone value and connect them to the full video where the platform supports it. AI-assisted transcription and editing can help streamline the process, with human review for context and quality.
Sources and further reading
