It seems that Instagram has taken a turn for the opposite direction from what it stands for. The app owned by Meta Platforms Inc is running tests where users in the US will be able to watch horizontal videos of up to 90 minutes duration starting right from a Reel.
The new format, called Features, rolled out to a limited group of creators on October 26, 2026, after earlier trials in Brazil. Creators can link up to eight short Reels (or “Clips as Reels”) to the longer video so a viewer who catches a highlight can tap and keep watching the complete episode inside Instagram. These longer videos can also surface in feeds and on the Explore page.
Early participants include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, interviewer Preston Rakovsky, and football content creator Donald De La Haye. Instagram plans to expand the test to tens of thousands of U.S. creators, though no timeline exists for a full public release.
Tessa Lyons, Instagram’s vice president of product, described the experience clearly:
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature.”
Adam Mosseri, the boss of Instagram, was hesitant about long videos since he was afraid that these might detract from the sharing and social aspect of the application, but now he calls both long and short videos “symbiotic.” Now Instagram has launched Instagram for TV, where they have expanded into Apple TV to allow users to watch the widescreen Features.
This is Instagram’s most direct challenge yet to YouTube’s hold on podcasts and long-form creator content. Unlike YouTube’s roughly 55% ad-revenue share for eligible creators, Instagram has no standard ad-revenue split for Features. An Instagram spokesperson said it is “too early to share a long-term monetization model.” Existing brand deals can carry over, and the platform says it will help creators find new sponsorships. Some early testers already have individual arrangements with Meta.
The test follows Instagram’s earlier, ultimately discontinued IGTV experiment. Success will hinge on discovery, retention, and whether creators see enough incentive to prioritize the platform.
