Instagram is making room for full-length podcasts, comedy specials and interviews, betting that creators can turn short clips into longer viewing sessions without sending audiences elsewhere.
Meta-owned Instagram is testing a new format called Features that allows select creators to publish horizontal videos up to 90 minutes long. The US test began Oct. 26, following earlier trials in Brazil, according to The Hollywood Reporter.
Instagram head Adam Mosseri and product chief Tessa Lyons discussed the test in an announcement video, describing how longer videos would complement Reels and other formats. Features will appear in users’ feeds and on the Explore page.
A separate test, called Clips as Reels, lets participating creators link up to eight Reels clips to a longer video. Viewers can move from a teaser to the full video without leaving Instagram.
Instagram is also expanding testing of Series, which lets creators group related Reels into episodic collections. The company is also testing changes to live video discovery to make streams easier to find, including for people who do not follow the broadcaster.
Instagram wants more TV viewers
The move puts Instagram in more direct competition with YouTube, which has become a major destination for video podcasts, creator-led entertainment and television viewing.
Instagram has expanded its television ambitions through an app that brings Reels to connected TVs. Initially available on Amazon Fire TV, the app now also supports Samsung TVs and Google TV, bringing Instagram to more of the television platforms viewers already use.
Instagram previously pursued long-form video through IGTV, a separate app launched in 2018 and discontinued in 2022. Features places longer videos within Instagram’s main app.
Creator earnings remain a challenge
Attracting creators may depend on whether Instagram offers enough financial incentive to justify producing longer videos.
Unlike YouTube, which shares advertising revenue with eligible creators, Instagram has not announced a YouTube-style advertising revenue-sharing program for Features. Existing brand placements can carry over, and the company is exploring commercial arrangements with participating creators, The Hollywood Reporter reported.
That leaves smaller creators without established sponsorships facing uncertainty over how they will earn money from longer videos. For creators already producing full episodes elsewhere, the practical question is whether additional reach would justify the extra publishing and audience-management work.
What Features means for users
For viewers, Features could make Instagram a more convenient place to watch full podcast episodes, interviews and comedy performances. Instead of finding a clip on Reels and switching to YouTube for the rest, users could watch the complete program within Instagram.
Horizontal videos could also offer a more natural viewing experience on televisions, while linked clips may help users discover new creators and their longer programs. However, access remains limited during testing, and not every creator will necessarily publish full episodes on Instagram.
What creators and business teams should assess
For creators and business teams already producing video podcasts or interviews, Features could provide another outlet for existing work. If access becomes available, a sensible first step would be to test an existing episode before committing resources to an Instagram-specific production.
The useful measure would be whether short clips bring viewers into the longer program. Teams should compare how many people move from a Reel to the full video, how long they watch, and whether that attention produces subscribers, inquiries, or sponsorship value.
Costs also extend beyond recording. Preparing uploads, checking captions, publishing promotional clips, and moderating comments all take time. Additional views would need to justify that workload, particularly while Features lacks an announced advertising revenue-sharing program.
Meta’s broader competition for creators shows why financial incentives matter alongside distribution. For now, limited access and uncertain earnings make Features a potential experiment for teams with suitable content already available. A larger investment should depend on demonstrated audience demand and clearer commercial terms.
Read more: As Instagram experiments with longer viewing sessions, YouTube’s new Custom Feeds give viewers more control over the videos they discover.