Instagram Tests 90-Min Videos for Creators

Instagram began testing new features on Monday, introducing the capability for 90-minute horizontal videos. This initiative specifically targets long-form content creators such as podcasters and comedians, with initial trials involving select creators in the US. The new functionality, named 'Features,' allows creators to link shorter clips, typically under three minutes, to their complete video content.

This development means viewers can easily discover and watch full videos by clicking on short Reel previews. Instagram has been piloting 'Features' in Brazil and plans to extend the test to thousands of US creators. The platform aims to recommend these longer videos through its Explore page and other areas. Instagram is also exploring extending the viewing experience to its TV app.

Additionally, Instagram is experimenting with 'Series,' a feature designed to give episodic Reels a dedicated profile space, responding to the growing interest in microdramas and episodic content. Initial testing for 'Series' began in Southeast Asia with microdrama studios and individual creators. The company plans a broader rollout in more countries soon, with a US launch anticipated by late 2026 or early 2027. Further experiments include integrating live videos into the Reels tab and recommending them to non-followers, with tests ongoing in Indonesia and Brazil and a US expansion planned.