New Features format brings full-length shows to an app known for short Reels

Last updated: October 27, 2026 | 09:47

New format targets podcasts and comedy shows, with no YouTube-style ad share yet. Pixabay

Instagram is testing a new video format that lets selected creators upload videos up to 90 minutes long, marking a significant shift for a platform best known for short Reels.

The Meta-owned app announced the initiative, called Features, on Monday, October 26, as it looks to attract creators who currently publish longer content on YouTube.

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Instagram head Adam Mosseri and vice-president of product Tessa Lyons outlined the plans in a video announcement.

The test is already underway with some creators in Brazil and is expanding to a small group in the United States.

What are Instagram Features?

Unlike Reels, which are primarily designed for short, vertical videos, Features will support longer videos in a horizontal…