Instagram is rolling out a new format called “Features” that lets select U.S. creators publish horizontal videos up to 90 minutes. Aiming to compete more directly with YouTube, the platform designed this long-form video format especially for podcasters, comedians, and creators producing extended content. The update also allows shorter Reels to link viewers to full episodes within the Instagram app. The move builds on prior tests in Brazil and marks Instagram’s renewed push into long-form video content after retiring IGTV.
What Features Brings to Creators
Features is designed to integrate long videos into Instagram’s ecosystem in ways creators haven’t been able to before. Videos can be up to 90 minutes in horizontal orientation, and viewers can transition from a snippet shown in Reels straight into the full version—all without leaving the app. Instagram plans to surface these videos via the Explore page and other discovery spots, giving creators more opportunities to reach viewers.
Monetization is also part of the plan. While creators with existing brand deals can bring those relationships into Features, Instagram says it’ll help up-and-coming creators establish partnerships as well. This suggests expanded revenue potential for those who may have lacked infrastructure in the past.
Why This Matters
This change comes at a time when content consumption is shifting—Reels and similar short video formats often feature clips of long-form shows, podcasts, or stand-up sets. Features seems designed to use those clips as gateways to full episodes, thus keeping users deeper in the app.
Instagram has explored long-form video before via IGTV, but that platform never achieved widespread adoption. The company has since shifted resources toward Reels and short-form content. Features builds on those efforts by giving creators and users more flexibility, while also reinforcing Instagram’s strategy of keeping video viewing native and interruption-free.
Features will be launching with a test group of creators in the U.S., after earlier trials in Brazil. Full-scale rollout hasn’t been announced yet. It’s clear Instagram is watching trends in video podcasts and creator content closely, as similar models are being adopted by streaming giants.
What to watch: how Instagram balances long-form with short-form content, whether users embrace horizontal viewing inside an app built for vertical scrolling, and whether Features becomes lucrative for smaller creators. If done well, it could shift the competitive landscape between Instagram and video platforms like YouTube.
