Instagram is making a serious move into long form video, giving selected creators the ability to publish horizontal videos lasting up to 90 minutes. The new format, called Features, marks a notable change for a platform best known for short vertical clips and photo sharing. Announced in late October and drawing fresh attention on November 1, 2026, the experiment reflects a growing competition for podcasts, interviews, comedy programs and other creator led productions. Yet the biggest question is not simply whether Instagram can keep viewers watching for an hour or more. It is whether the platform can offer creators a reliable way to earn money that can compete with YouTube.
Instagram’s Features Format Opens a New Chapter
Features is designed for creators whose work needs more time and a wider frame than a typical Reel. The format supports horizontal videos of up to 90 minutes, making it suitable for full podcast episodes, interviews, comedy performances, discussions and other productions that benefit from uninterrupted viewing.
The rollout is limited. Instagram first tested the format with selected creators in Brazil before expanding trials to a small group in the United States in late October. It is not yet a feature available to every account, and the company has not announced a general release date. That distinction matters for creators planning their publishing schedules: Features is an experiment, not a fully established replacement for existing video services.
Instagram executives Adam Mosseri and Tessa Lyons have described the new format as part of a broader effort to give creators more room to publish different kinds of work. The company is not abandoning Reels. Instead, it wants short clips and full length videos to work together, allowing viewers to discover a creator through a brief video and continue watching the complete production without leaving Instagram.
Short Clips Could Become the Gateway to Full Episodes
One of the most significant parts of the strategy is the connection between Reels and longer videos. Instagram is testing a feature called Clips as Reels, which allows creators to turn sections of a longer production into shorter promotional clips. Those clips can direct viewers to the complete video.
The approach reflects a viewing habit that has become common across social platforms. A user might encounter a memorable exchange from a podcast, a comedian’s punchline or a short section of an interview while scrolling. If the clip creates enough interest, the viewer may want to watch the entire conversation. Instagram wants that next step to happen inside its own app rather than sending the audience to YouTube.
This arrangement could be useful for creators who already produce long episodes. Instead of treating short videos and full episodes as separate projects, they can use selected moments from one recording to reach different audiences. A podcast, for example, could generate several short clips that introduce the topic, highlight a guest’s strongest point and encourage viewers to watch the complete discussion.
Instagram is also connecting its long form ambitions with television viewing. Features content is expected to have a role in the platform’s TV experience, where horizontal video is more natural to watch on a larger screen. The company is seeking to make its service useful not only during brief phone sessions but also when viewers settle down for longer entertainment.
The Creator Payment Question Could Decide the Outcome
For many creators, the ability to upload a 90 minute video is less important than the income that video can generate. Producing a podcast, documentary, interview or comedy special requires time, equipment, editing and often a team. Creators who already earn money from YouTube will want a clear reason to publish the same material elsewhere.
That is where Instagram faces its biggest challenge. YouTube has an established advertising revenue sharing system through its Partner Program. Eligible creators can receive a share of advertising revenue generated by their videos. Instagram, by comparison, has relied more heavily on brand partnerships, fan support and selected incentive programs. Its existing monetization tools do not provide the same standard per view advertising arrangement for long form video.
Instagram chief Adam Mosseri has acknowledged that creator economics matter. He has said the company is exploring ways to help long form creators earn through brands, fans and Instagram itself, including performance based incentives. However, the company has not announced a permanent advertising revenue sharing model for Features.
That uncertainty has already attracted criticism from creators who argue that a new format needs a sustainable business model. They may welcome access to Instagram’s large audience, but reach alone does not cover the cost of making regular, high quality productions. A creator who can earn directly from a video on YouTube may be reluctant to publish it elsewhere without a clear financial benefit.
Instagram Reportedly Offers Large Deals to Selected Creators
On November 1, reports added a new dimension to the monetization debate. Business Insider reported that Instagram had offered selected creators payments ranging from $50,000 to amounts reaching $500,000 to publish long form videos through Features. Social Media Today reported the offers and noted that Meta confirmed it was directly funding content from some creators, while declining to disclose the confidential terms of individual deals.
These reported payments suggest that Instagram is prepared to spend money to attract established talent and encourage early participation. Large creators can bring an existing audience, recognizable formats and a steady supply of content. Their involvement may also make the new video section more appealing to viewers who already follow them.
However, individual funding arrangements are not the same as an open monetization program. Most creators will not receive a six figure offer, and there is no guarantee that similar deals will continue after the initial testing period. A platform can attract attention with special payments, but long term participation usually depends on a dependable way for a much wider group of creators to earn.
Meta has tried to encourage long form publishing before. Its earlier IGTV project included efforts to attract creators with financial incentives, but the product failed to become a lasting destination for video audiences and was eventually discontinued. Instagram will need to show that Features can offer a better viewing experience and a more sustainable creator economy than that earlier attempt.
Why YouTube Remains a Difficult Competitor to Displace
YouTube’s advantage is not limited to video length. It has spent years building search and recommendation systems, creator analytics, advertising tools, subscription options and an audience accustomed to watching everything from short tutorials to full documentaries. Many viewers visit YouTube with a specific purpose, whether they want to learn a skill, follow a series or watch a favorite creator’s latest upload.
Instagram has a different strength. Its social graph connects creators with followers who already interact with their photos, Stories, Reels and messages. That existing relationship could help a long video reach people who might not actively search for it elsewhere. Instagram can also use its recommendation systems to introduce content to viewers who have not yet followed the creator.
The competition may therefore be less about replacing YouTube immediately and more about persuading creators to publish in both places. If Instagram can turn its short video audience into regular viewers of full episodes, it could become a meaningful additional distribution channel. YouTube, however, will remain attractive as long as its payment structure and established viewing habits provide creators with dependable returns.
Readers can follow the wider creator economy debate through TechCrunch’s technology coverage, which has examined Instagram’s long form plans and the financial challenge of competing with YouTube.
What the Shift Means for Creators and Viewers
For podcasters, interviewers and independent video producers, the Features test creates another potential place to distribute existing work. Creators who already record in landscape format may be able to adapt their productions more easily than those whose entire workflow is built around vertical clips. They should nevertheless avoid rebuilding their businesses around a feature that remains limited to selected accounts.
Creators considering the format can take several practical steps while the rollout develops:
- Keep publishing on established channels: Continue using platforms that already provide reliable audience access and income rather than depending on an experimental feature.
- Prepare short promotional clips: Identify strong moments from longer recordings that can introduce a full episode to new viewers.
- Review production quality: Check landscape framing, sound quality, captions and pacing before adapting a video for a longer viewing session.
- Track actual performance: Compare watch time, audience retention, shares and follower growth instead of judging success by views alone.
- Understand payment terms: Review any creator agreement carefully, including payment conditions, content rights, exclusivity and distribution requirements.
Viewers may benefit from having more complete conversations and performances available in the same app where they discover short clips. At the same time, the quality of recommendations will matter. A platform that fills every feed with longer videos could frustrate people who primarily use Instagram to keep up with friends and follow visual updates. Instagram must balance the new viewing experience with the social activity that made the service popular.
A Test That Could Shape the Next Stage of Online Video
Instagram’s 90 minute Features experiment is an important strategic move, but it is too early to call it a successful challenge to YouTube. The format gives creators more room to publish and offers viewers a direct path from short clips to complete productions. Reports of large payments to selected creators also show that Meta is willing to invest in getting the experiment started.
The harder task will be building a system that works for creators beyond a small group of established names. Reliable monetization, strong discovery, useful audience analytics and a comfortable television viewing experience will all influence whether people return to the format. Instagram has an opportunity to use its existing community to make long form video more accessible, but it must give creators a compelling reason to keep producing it.
For now, the announcement signals a broader change in social video strategy. Platforms that once competed mainly for a few seconds of attention are increasingly interested in longer viewing sessions and creator led programming. Instagram is taking a significant step in that direction. Whether Features becomes a lasting destination will depend not only on how long people watch, but also on whether the creators behind those videos can build sustainable businesses there.
