Social Media MarketingBo Hyeon ParkOctober 28, 2026

Instagram Features Tests 90-Minute Videos in the US

Instagram Features is a long-form video format that supports uploads of up to 90 minutes, built to win back viewing time from YouTube. After an initial test in Brazil, Instagram began rolling it out to a limited group of US creators on October 26, 2026 (Social Media Today, as of October 26, 2026).

What is new in Instagram Features?

Videos up to 90 minutes. Tutorials, interviews and vlogs that would never fit in a Reel can run as a single upload.
Clips as Reels. Creators can link up to eight highlight Reels to the full video, so people who discover a clip in Reels can jump to the main piece.
Series. A feature in testing since June 2026 lets creators tag Reels into a themed set so episodic content plays like a series.

Instagram has tried long video before. IGTV launched as a separate app in 2018 and shut down in 2022. This time the format sits inside Instagram and connects directly to Reels, creating a path from short clips to long viewing.

Is it better than YouTube for creators?

	YouTube	Instagram
Long-form earnings	$1 to $10 per 1,000 views	Effectively zero from views alone without a brand deal
Monthly income for creators with 1M+ followers	About $50,000	About $5,000 to $15,000
TV viewing	Over 1 billion hours a day watched on TV screens	Updated TV app launched last December, phone-as-remote coming

Based on VidIQ data, creators of the same size earn far more on YouTube. Instagram plans to let people use their phone as a remote in its connected TV app, because winning the living-room screen is part of competing with YouTube.

Takeaways for marketers

Plan a Reels-to-full-video path. Pair one long piece with several highlight Reels so you are ready when the format opens more widely.
Decide whether creator deals should include long-form. Because views alone earn almost nothing on Instagram, creators will likely put their main videos on YouTube first. Instagram-native long-form will probably need its own production budget.
Watch the editing tools too. Instagram is building out its editing stack, covered in Edits Plus details, while YouTube is working to keep creators with invite-only Shorts bonuses and shopping offers.
Track the rollout by market. Only Brazil and select US creators have access today. We will recommend test placements for client channels in Korea once the feature arrives there.

Source: Social Media Today

Frequently Asked Questions

How long can Instagram Features videos be?

Up to 90 minutes.

Who can use Instagram Features?

After a Brazil test, select US creators gained access on October 26, 2026. Other markets have not been announced.

What is Clips as Reels?

A feature that links up to eight highlight Reels to a full-length video so Reels viewers can jump to the main piece.

How is Features different from IGTV?

IGTV was a separate app that ran from 2018 to 2022. Features lives inside Instagram and connects directly to Reels.

Source: Social Media Today

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