Instagram has built its popularity around photos and short videos, especially Reels. Now, the social media platform is exploring a new way to keep viewers engaged with longer content.
On October 26, Instagram began testing a new feature called “Features,” which allows selected creators to upload videos up to 90 minutes long. The move could help the platform compete more directly with YouTube.
The new format supports horizontal videos and is aimed at podcasters, comedians and other creators. Instagram has tested it with some creators in Brazil and is now expanding the trial to selected creators in the United States.
The platform is also testing a feature that links short Reels to full-length videos. This will allow viewers to move from a short clip to the complete episode without leaving Instagram.
Instagram head Adam Mosseri and product vice president Tessa Lyons said the goal is to make short and long videos work together. The company is also exploring ways to help creators earn money through brands, fans and Instagram.
However, Features is still being tested, and Instagram has not announced when it will become available to all users.
