Instagram is testing a new video format that could allow selected creators to upload content lasting up to 90 minutes. The move signals the Meta-owned platform’s growing interest in longer videos, including podcasts, interviews, comedy programmes and other content commonly published on YouTube.
The feature, called Features, is part of Instagram’s effort to connect short-form video discovery with longer viewing experiences. While the development could create new opportunities for creators, questions about availability, advertising and direct earnings remain unresolved.
Instagram Tests Longer Videos and Clips as Reels
The new format allows selected creators to upload horizontal videos of up to 90 minutes. Instagram is also testing a feature called Clips as Reels, which lets creators share shorter sections of longer videos and direct viewers towards the complete version.
The aim is to help users discover content through Reels and continue watching longer videos without switching to another platform. This could make Instagram a more attractive destination for podcasts, interviews and other extended content.
Instagram head Adam Mosseri acknowledged the change in direction during an appearance on the Colin and Samir show. He said he had previously been against long-form video on Instagram, but the platform is now exploring how shorter and longer formats can work together.
Instagram is also expanding video viewing through its television app, indicating an interest in reaching audiences beyond mobile devices.
According to TechCrunch, the Features test began with selected creators in Brazil and is expanding to a small group in the United States. The feature remains in testing, so creators in India should check their accounts rather than assume it is already available to them.
YouTube Has an Established Advantage in Creator Earnings
Although Instagram is exploring longer videos, monetisation remains a major difference between the two platforms.
YouTube has an established advertising revenue-sharing system through its Partner Programme. Eligible creators receive 55% of net advertising revenue from qualifying watch-page videos, providing a defined way to earn money from long-form content.
Instagram, by comparison, offers creators several income options, including brand partnerships, subscriptions, Gifts and certain performance-based incentives. However, Meta has not confirmed a long-term monetisation model specifically for Features.
A Meta spokesperson told TechCrunch that it was too early to share a long-term monetisation model. The company is exploring ways for creators to earn through brands, their audiences and Instagram itself, including performance-based incentives.
The key uncertainty is whether Instagram will introduce advertising within longer videos and share the resulting revenue with creators. Until Meta provides more details, publishing a 90-minute video does not automatically mean a creator will earn money from its views.
What Should Indian Content Creators Do?
For Indian creators, Instagram’s move offers a reason to experiment with longer content, but it does not yet justify leaving YouTube behind. Since Features is still being tested and its earning structure has not been confirmed, creators should first establish whether they have access to the feature.
Creators producing technology reviews, educational videos, podcasts and interviews can continue using YouTube for full-length content while sharing highlights through Instagram Reels. If Features becomes available on their accounts, they can test whether these short clips encourage viewers to watch longer videos on Instagram.
Performance should be measured using factors such as watch time, audience retention, shares and returning viewers, rather than views alone. Brand partnerships and sponsorships can also provide income, depending on audience engagement, audience quality and advertiser demand.
Creators should monitor Meta’s announcements about availability, eligibility and advertising revenue sharing. Until a direct payment model is confirmed, Features is better viewed as a potential way to expand reach and build an audience than as a guaranteed source of income.
Could Instagram Become a Serious YouTube Competitor?
Instagram’s move into longer videos could increase competition for viewers, creators and advertising budgets. However, YouTube already has established search-based discovery, a strong long-form viewing ecosystem and a defined payment structure for eligible creators.
Instagram could strengthen its position if it successfully turns Reels discovery into sustained viewing of longer videos and introduces an appealing way for creators to earn from that content.
For now, the main challenge is not simply allowing users to upload videos lasting up to 90 minutes. Instagram will also need to give creators a clear financial incentive to invest time and resources in producing them.
Disclaimer: This article is for general informational purposes only and is based on the reported details of Instagram’s ongoing feature test. Availability, eligibility and monetisation arrangements may change as Meta develops the feature. Creators should refer to official Instagram and Meta announcements for the latest confirmed information before making platform or business decisions.