Instagram’s New Feature Lets Creators Upload Videos as Long as YouTube’s
Instagram is testing a new feature that allows creators to upload horizontal videos of up to 90 minutes. Called Features, it is aimed at podcasters, comedians and long-form content creators as Instagram seeks to expand its competition with YouTube in the digital entertainment industry.
Instagram began testing the feature on Monday with selected creators in the United States. The company had previously tested it in Brazil.
Features allows creators to link short Reels videos to full-length videos, enabling users to continue watching content they discover in clips on Instagram.
“What you can now do is, when you see a podcast clip you like, simply click on it and continue watching or view the full video. You can delve further into the content and watch the whole video because creators can link those Reels to their full videos through Features,” Instagram Vice-President of Product Tessa Lyons said, according to The Hollywood Reporter on Tuesday (27 October 2026).
Instagram plans to extend testing to tens of thousands of creators in the US. Videos will also be recommended through the Explore page and other parts of the platform.
The move comes as Netflix, Disney and several other platforms begin offering podcasts and creator videos to attract more viewers. Instagram also faces competition from YouTube, which offers eligible creators a 55% share of advertising revenue.
Lyons said Instagram was exploring several deals with creators, but the company was not requiring them to upload videos exclusively to Instagram. Creators can also bring existing advertising partnerships, while Instagram will help other creators find commercial opportunities.
Initially, Features will be available on mobile devices. Instagram also plans to bring the long-form video viewing experience to Instagram for TV, which is now extending support to Apple TV in the US after launching on Samsung, Fire TV and Google TV.
“We believe the best viewing experience for long-form horizontal content is on a large screen that is also horizontal. So we expect most deep viewing to take place there over time,” Lyons said.
Instagram is also developing a Series feature for episodic Reels, including microdrama content. The company has been contacting microdrama studios in South-east Asia since June to test the feature.
Instagram plans to test Series in more countries and is targeting a US test by late 2026 or early 2027.
The company is also testing the integration of live broadcasts into the Reels tab and recommendations of live streams to users who do not follow the creator’s account. The live-streaming feature is beginning to roll out in Indonesia and Brazil before expanding to the US next year.