Instagram is making its biggest move into long-form video since IGTV. On October 26, 2026, the platform began testing "Features," a new format that lets creators upload horizontal videos of up to 90 minutes, alongside new ways to connect those videos to Reels, Series, Live and a growing TV app. The pitch is simple: give creators more room to tell longer stories without leaving the audience they have built on Instagram.
The update is an early test, limited to a small group of creators in the United States, and it arrives without the revenue-sharing programme that makes YouTube attractive. Here is a clear guide to what has been announced, how the pieces fit together, and what it means for creators and marketers.
Key Takeaways
- New format: Features allows horizontal videos of up to 90 minutes for podcasts, vlogs, interviews and episodes.
- Availability: A small test with select U.S. creators from October 26, following earlier testing in Brazil. Wider expansion is planned in the coming months.
- Reels connection: "Clips as Reels" lets creators link up to eight short clips back to a long video.
- TV push: Instagram's TV app is now on Apple TV in the U.S., with phone-as-remote controls coming soon.
- The gap: Instagram has not announced an ad revenue share like YouTube's, and says it is too early for a long-term monetisation model.
What Instagram Announced
| Product | What it does | Status |
|---|---|---|
| Features | Longer horizontal videos, up to 90 minutes, for podcasts, vlogs, interviews and episodes | Tested in Brazil; small U.S. test from October 26 |
| Clips as Reels | Up to eight Reels clips that point back to one long video | Tested in Brazil; expanding to select U.S. creators |
| Series | A dedicated home on a creator's profile for episodic Reels tied to one theme | Testing since earlier this year; expanding to more countries through the end of 2026 |
| Instagram for TV | Watch Reels, Features and Series on a big screen | On Samsung, Fire TV and Google TV; now on Apple TV in the U.S. |
| Phone as remote | Control TV playback from the phone and save Features and Series to watch later | Coming soon |
| Live | Better discovery of livestreams, including in the Reels tab | Launching in more countries soon |
How the Pieces Fit Together
Instagram is not replacing Reels. It is trying to build a path from a quick clip to a longer commitment inside one app:
- Discover: A Reel introduces a creator or a topic.
- Go deeper: A Clips as Reels link leads to the full Feature.
- Return: Series gives viewers a reason to come back for the next episode.
- Watch together: The TV app puts the content on a larger screen, where longer viewing is more natural.
That is close to the logic that made YouTube powerful: one creator, several viewing depths and no need to send the audience somewhere else.
Why Instagram Is Changing Course
Instagram head Adam Mosseri said he had long resisted long-form video. His concern was that long viewing sessions produce fewer shares and direct messages, which are central to how Instagram wants to stay about connecting friends rather than only entertainment. He now says the platform needs to lean into longer videos, including on TVs.
Two factors appear to have shifted the thinking. Friends are increasingly watching Reels together, including on TV apps, and creators already use short clips from podcasts and comedy specials to draw viewers to longer versions that live elsewhere. Instagram wants those longer versions to live on its own platform.
The Money Question
The biggest open issue is how creators will be paid. YouTube's Partner Program shares 55 percent of ad revenue with enrolled creators, and one third-party analysis suggests long-form views there generally pay between $1 and $10 per 1,000 views. By comparison, Instagram does not pay creators based on views alone, and income typically comes from brand deals, subscriptions and a limited performance programme.
Instagram says it is providing funding for longer-form content directly with some creators, and that existing ad deals will carry over. It also says it is exploring ways to earn from brands, fans and Instagram itself, including performance-based incentives, but that it is too early to share a long-term model. Without a clearer payout system, many creators may keep treating YouTube as their main home and Instagram as the trailer.
Lessons From IGTV
This is not Instagram's first attempt. It launched a standalone long-form video app, IGTV, in 2018 with a similar promise of creator earnings and longer viewing, but it never caught on and was shut down in 2022. The new approach differs in one important way: instead of a separate app, long videos live inside the main Instagram experience, connected directly to Reels and the TV app.
Instagram Features vs. YouTube
| Area | Instagram Features | YouTube |
|---|---|---|
| Maximum length (test) | Up to 90 minutes | Much longer uploads supported |
| Ad revenue share | None announced | 55% to Partner Program creators |
| Discovery engine | Reels, Clips as Reels, Series and the social graph | Search, recommendations and subscriptions |
| TV presence | Growing, across several platforms | Established, with a large share of U.S. streaming time |
| Rollout | Small U.S. test; wider expansion in coming months | Global |
Why It Matters for Marketers and App Publishers
This section is ASOWorld's editorial analysis, not a statement from Instagram.
Long-form video on Instagram could change how brands work with creators:
- More room for integrations. A 20-minute or longer video can support deeper product demonstrations, such as app walkthroughs, than a 30-second Reel.
- Funnel measurement. Clips as Reels and Series create connected touchpoints, so teams can test which short clips drive viewers to long videos and then to a download or purchase.
- Creator contracts. With no revenue share yet, creators may rely more on sponsorships, which could raise demand for brand partnerships.
- Early-test caution. The test is small and U.S.-only, so budgets are best kept modest until reach and reporting are clearer.
For more coverage of platform changes and creator trends, browse the Social Media section on Marketing Trending.
What to Watch Next
- A payout model. Any announcement of revenue sharing or performance-based incentives would be a major signal.
- Length limits. The 90-minute cap is part of the test, and different limits may be tried.
- Reach beyond the U.S. Whether Features expands beyond Brazil and the U.S. in the coming months.
- TV features. The arrival of livestream support and phone-as-remote controls.
Quick Answers: Instagram Features
What is Instagram Features?
A new format for horizontal videos of up to 90 minutes, designed for podcasts, vlogs, interviews and episodes.
Who can use it?
Select creators in the United States from October 26, 2026, after earlier testing in Brazil. Instagram plans to expand it in the coming months.
How is it different from Reels?
Reels are short and vertical. Features are longer and horizontal, and Clips as Reels can link up to eight short clips to one long video.
Will creators earn ad revenue?
Instagram has not announced a revenue share like YouTube's. It says it is exploring ways to earn from brands, fans and Instagram, and that it is too early for a long-term model.
Can you watch Features on TV?
Yes. Instagram's TV app supports Reels, Features and Series, and is now available on Apple TV in the U.S.
Is this similar to IGTV?
Both focus on longer video, but IGTV was a separate app shut down in 2022. Features lives inside Instagram alongside Reels.
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