Instagram is testing a new feature that will allow creators to upload videos up to 90 minutes long, marking a major milestone beyond its usual short-form reels.
The new format, called Features, will support horizontal videos and aims to bring podcasts, interviews, comedy and other long content directly to Instagram.
The testing began in Brazil and is now expanding to selected creators in the United States, with plans to extend access to thousands more creators in future.
The company announced the change on October 26, with Instagram head Adam Mosseri and Vice President of Product Tessa Lyons explaining how longer videos will work alongside Reels.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature,” Tessa said.
This comes as Netflix, Disney and more have been adding podcasts and videos from creators to their platforms, in an effort to capture more consumer viewing hours and compete with entertainment behemoth YouTube.
Features will be available on mobile, but the goal is to carry the viewing experience over to Instagram for TV, which was launched last year with Samsung, Fire TV, Google TV.
The feature could also benefit comedians, influencers, educators and businesses that produce content requiring more time to explain a topic, tell a story, or engage an audience.
