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Instagram tests 90-minute videos: Features links Reels and long-form content

Instagram is testing feature videos up to 90 minutes long, with clips as Reels and Series. The features only run in selected tests in the USA and Brazil.

From Social Rocket editorial team

This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

Stock image: Instagram app on a smartphone; no capture of the new features function
Photo: Brett Jordan / Unsplash

Instagram has been testing horizontal long-form videos of up to 90 minutes under the name Features since 26 October 2026. Access is initially limited to selected creators in the USA and Brazil. For German accounts, neither a nationwide rollout nor a start date has been confirmed.

The announcement by Instagram head Adam Mosseri and product chief Tessa Lyons marks a change of direction: Instagram no longer wants to automatically lose video podcasts, interviews and longer series to YouTube.

Features, Clips and Series: three different tests

Features is the longer video itself. The Clips as Reels function is meant to link up to eight short excerpts with the long version. Series in turn bundles thematically related Reels. The tests are at different stages; Series has been tried since June. Not every one of these functions is available to all users.

The TV strategy is part of this too: Meta announced in June 2026 horizontal video content, episode formats and longer creator content for Instagram for TV. The current Features tests make part of this development more concrete. Unlike YouTube, Instagram has so far not presented a general model for revenue sharing on advertising for these long videos.

Marketing teams need to measure the entire journey

For creators, a long post, several Reels teasers and a recognisable series could in future come together within one platform. Whether that works commercially can only be judged by repeat-viewing rates, audience retention, referrals between short and long video, and actual conversions. Views alone are not enough.

For brand partnerships, rights to full versions, teasers and TV versions should be clarified, as should exclusivity, labelling and the availability of the functions in the target market. For German customers in particular, it would be premature to build US pilot functions into a binding campaign plan.

For context, our reports on earlier Instagram series experiments, on YouTube and Connected TV, and on AI tools for Instagram Edits are relevant.

Sources: original video from Mosseri and Lyons, report with test details, independent assessment of monetisation, Meta's TV announcement.

Image: stock photo by Brett Jordan/Unsplash, not an illustration of the Features test.