Instagram built its success on short, vertical videos.
Now it is going in the opposite direction.
On October 26, 2026, Instagram announced a new format called Features, which lets creators upload horizontal videos up to 90 minutes long.
This article explains what was announced, who can use it, and what it means for creators.
What Is Instagram Features?
Features is a new long-form video format on Instagram.
It allows selected creators to post horizontal videos that can run up to 90 minutes.
That is a huge change from Reels, which are short and vertical.
Instagram says Features is meant to be different from its other formats, including Reels, Series, Live, and TV.
Adam Mosseri, the head of Instagram, announced it in a video alongside the company’s vice president of product.
Who Can Use It Right Now?
Not everyone has access yet.
Instagram is testing the feature with a limited group of creators.
Reports say the rollout began with selected creators in the United States on Monday, October 26.
Other reports mention creators in India and Mexico, and say Instagram earlier tested the feature in Brazil.
More countries are expected to follow.
Creators in places such as Australia have been told they will need to wait.
Instagram has not confirmed when everyone will get access.
Why Is Instagram Doing This?
The short answer is YouTube.
YouTube is still the main home for long videos, and it is where many creators earn their income.
By adding long-form video, Instagram hopes to keep fans on its own platform.
Instead of sending viewers to YouTube for a long video, creators can now post it directly on Instagram.
This also fits with Meta’s push to bring Instagram to more television screens.
Is This the First Time Instagram Tried Long Video?
No.
Instagram launched IGTV several years ago to host longer videos.
That product was later shut down.
The new Features format is a second attempt, this time with a bigger focus on discovery and on watching on larger screens.
How Will People Discover Features?
Instagram wants longer videos to reach people through its most popular tool: Reels.
Reports say the platform will use the Reels feed to help viewers find longer videos.
Instagram is also testing a feature called Clips as Reels.
It lets creators turn parts of a long video into Reels, which can point viewers to the full video.
This gives creators a way to promote long content without leaving Instagram.
What Else Did Instagram Announce?
Features was not the only update.
Instagram also shared other changes aimed at video:
- Live video in Reels: Live streams will be recommended inside the Reels feed, so people who do not follow you may discover them.
- Episodic Reels: Creators will get a hub on their profile for series of connected Reels, similar to playlists.
- Instagram on TV: New features are planned for watching Instagram on television screens.
Together, these changes show Instagram wants to be a place for every kind of video.
What Will Features Videos Look Like?
Features videos are horizontal, which means they fill a TV or computer screen better than a phone held upright.
They can run for as long as 90 minutes.
That makes them suitable for:
- Interviews and podcasts.
- Tutorials and long how-to guides.
- Documentaries and mini films.
- Live event recordings.
- Behind-the-scenes content.
On a phone, viewers will probably turn their screen sideways to watch.
Can Creators Make Money From Features?
This is the big question.
Many creators choose YouTube because it has a long-standing way to pay for videos.
Reports note that Instagram could challenge YouTube if it offers strong earning options.
However, the details of how creators will be paid for Features have not been fully explained.
Action step: Watch for official announcements about monetization before you plan your business around Features. Do not assume income until Instagram confirms how it works.
What This Means for Creators
Action step: If you already make long videos for YouTube, review which ones could work on Instagram. Interviews, tutorials, and talks are good candidates. You may be able to reuse them, but check Instagram’s rules on quality and format first.
Action step: Plan to create short Reels from your long videos. Clips as Reels can help bring viewers to the full video, so build a habit of cutting your best moments into short teasers.
What This Means for Small Businesses
Action step: Think about the long-form content your business already has, such as product demos, customer stories, workshops, and webinars. If you get access to Features, these could help build trust with people who want more depth than a 30-second Reel.
What This Means for Social Media Managers
Action step: Add long-form video to your content planning checklist. Prepare for new needs such as horizontal formats, longer scripts, captions, and thumbnails. Keep an eye on early performance data when Features reaches your clients.
Should You Change Your YouTube Plans?
Not yet.
Features is still a limited test, and many details are not clear.
Action step: Keep publishing on YouTube while you watch how Instagram’s long-form tests develop. Treat Features as an extra place to reach your audience, not a replacement, until you see real results.
Questions People Are Asking
What is the maximum length of a Features video? Up to 90 minutes.
Are Features videos vertical or horizontal? Horizontal.
Who can post Features? Only selected creators for now, starting in the United States, with more countries expected.
Will Features replace Reels? No. Instagram says Features is a separate format, and Reels remain the main tool for short videos and discovery.
Is Features the same as IGTV? No. IGTV was an earlier long-video product that was shut down. Features is a new attempt with a different approach.
How do I get access? Instagram has not shared a public sign-up process. Watch for an in-app notice if you are among the selected creators.
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Final Thoughts
Instagram’s Features marks a major shift from short vertical clips to videos that can last up to 90 minutes. It is still a limited test, and key details about access and earnings are not clear yet. Creators and businesses should keep an eye on official updates from Instagram, and prepare long-form ideas that could work when the feature expands.
