Instagram announced on October 26, 2026 that it is testing a long-form video format called Features, with durations of up to 90 minutes. It is a turn for a social network that for years defended short video. For now the test is limited to some creators in the United States, and Meta has not given a general launch date. As a digital marketing agency, we are following this change closely because it may alter how brands plan their video. In this article we explain what is known, what remains unconfirmed, and how to prepare.
What did Instagram announce about long-form video?
According to The National, Adam Mosseri, head of Instagram, and Tessa Lyons, vice president of product, presented Features in a video published on Monday, October 26. The format supports horizontal videos of up to 90 minutes. It is designed for podcasts, interviews, comedy, and other content that needs more time than a Reel.
The test is running with a limited group of creators in the United States, after an earlier test in Brazil. The Brazil results have not been published. Mosseri summed it up this way, according to The Express Tribune: "It's early, and we're testing and listening to feedback as we go." Instagram says it wants to give creators "more room to tell their stories."
Alongside Features, Instagram mentioned other news. Series will let creators group related Reels into episode collections, in selected markets. In addition, Instagram for TV is now available on Apple TV in the United States, after Amazon Fire TV, Google TV, and Samsung televisions.
How will Features work and how will those videos be discovered?
Features videos play full screen and horizontally. According to ThePrint, they take up to two spots in the profile grid. The idea is that the creator promotes the long video with a shorter Reel, and the viewer can open the full version from there. Instagram also plans tools to cut long videos into short clips.
Here the sources do not fully agree. The National says previews of each video will appear in the Reels section. ThePrint states that long videos will be found in Explore. Both routes are likely to exist, but Instagram has not detailed it, so it is best to wait for its official documentation.
Lyons explained the logic behind the design: "We think the best viewing experience for longform horizontal content is on a big, horizontal screen." That line connects with Instagram's arrival on televisions. According to The National, Instagram analyzed data showing interest in longer videos, including viewing on TV screens.
Why is Instagram changing its stance now?
Less than two years ago the stance was different. When Instagram extended Reels to three minutes, Mosseri wrote on Threads, according to OnlineMarketing.de: "We still are focused on short form video over long form, but hopefully this gives creators a bit more room to be creative." Today the message is another one.
The reasons Instagram gives are television viewing and the variety of formats that already exist. Lyons said the platform wants to serve that variety well. ThePrint adds a market reading: Instagram is positioning itself against YouTube, which that outlet says keeps 55% of advertising revenue. It is the outlet's interpretation, not a statement from Meta.
There is a detail worth keeping in mind. On the maximum length of Reels, the sources also disagree. Some speak of 3 minutes and others of up to 20 minutes for eligible accounts. That is why the safest step is to check which option appears in your own account.
What has not been confirmed yet?
A lot. Meta has not said when Features will reach more accounts, although The National mentions a broader rollout "in the weeks ahead." There are no public criteria for eligibility, and the sources contradict each other on the size of the test: they speak of "select creators" and also of "thousands."
The monetization model is also unknown. ThePrint notes that established creators can bring their brand deals to the format, but it describes neither revenue sharing nor ads inside the videos. It is also unknown how these videos will be ranked against Reels and what metrics advertisers will see. And plans to integrate live broadcasts with Reels, or to bring the format to TV, still have no date.
That is why we do not recommend redoing your whole strategy because of this announcement. The prudent step is to prepare at low cost, watch the data Instagram publishes, and wait for the format to reach your account.
What can your brand in the United States do right now?
These are recommendations from our digital marketing agency, not Instagram instructions. First, take inventory of the long content you already have: webinars, demos, customer interviews, podcasts, or event recordings. It is the material that best fits Features, and you probably already have it.
Second, shoot horizontally when the content allows it. A vertical video cropped from a horizontal one loses quality, while a well composed horizontal video can serve Features, YouTube, and your website. Third, think of the long video and its preview Reel as a single project. The first seconds of the short clip must give a clear reason to watch the original.
Fourth, do not abandon short video. Reels remain the discovery door according to Features' own design. Fifth, define in advance what you will measure, for example watch time and how many people go from the clip to the full video. Sixth, if you work with creators, ask whether they already have access to the test and whether they can show results.
Consider a typical case, not real data but an example of how it might look. A home services company in Dallas records a 40 minute conversation each month with a specialist about maintenance. Its team edits it horizontally, pulls three vertical clips for Reels, and keeps the full version for when Features is available. Meanwhile, it publishes the same conversation on YouTube and measures which clips generate the most visits to the full video.
When does it make sense to work with a digital marketing agency?
When your brand produces video consistently, every new format forces a decision about where to invest time and budget. A digital marketing agency can plan the calendar of long and short content, produce the pieces in the right formats, and measure what works before scaling. It can also coordinate the work with creators and keep each platform from receiving a different video made from scratch. If you want us to review how to take advantage of long-form video in your business, you can contact the JP Director team.
This topic connects with others we have published. To see how Instagram uses live video in advertising, read our analysis of Instagram Live Ads. And to understand another recent Meta change worth reviewing, see our blog on Meta's AI features.
Frequently Asked Questions
What is Features on Instagram?
It is a long, horizontal video format that Instagram began testing on October 26, 2026. It supports videos of up to 90 minutes and is promoted with short clips in Reels. For now only some creators in the United States are testing it.
How long will Features videos be?
Up to 90 minutes, according to The National and ThePrint. That is much more than the usual Reels limit, whose maximum length the sources report as between 3 and 20 minutes depending on the account type.
Can I use Features in my account yet?
Probably not. The test is limited to selected creators in the United States and Meta has not given a general launch date. A broader rollout is expected in the coming weeks, with no exact date.
Does Features replace Reels?
There are no signs of that. According to the sources, Reels will be used as a preview to discover the long video. Most likely both formats will coexist.
Last updated: October 28, 2026. This article will be updated when Instagram confirms availability, eligibility criteria, or monetization for Features.
