Islamabad (The COW News Digital)Instagram is testing a new video format that could allow selected creators to upload horizontal videos lasting up to 90 minutes, marking a potential expansion of the platform’s long-form content offerings.
The feature, reportedly called “Features,” is designed to provide more space for content that cannot easily fit into the short duration of conventional Instagram Reels. Podcasts, interviews, comedy shows and other extended video productions are among the formats that could benefit from the initiative.
According to reports cited by Social Media Today, Instagram is testing the feature with a limited number of creators in the United States. The platform had previously conducted trials in Brazil, suggesting that the company is exploring ways to expand its video capabilities beyond short-form content.
Instagram head Adam Mosseri and Vice President of Product Tessa Lyons announced the new format in a video, discussing changing trends in how people create and consume video content online.
Mosseri indicated that Instagram is investing in longer videos and intends to integrate the new format into its broader video ecosystem, alongside Reels, series, live broadcasts and television-related content.
The initiative reflects the growing competition among social media platforms to attract creators who produce longer, more detailed videos. While short-form clips remain popular for quick entertainment and discovery, longer videos can offer creators more opportunities to develop stories, conduct in-depth interviews and engage audiences through extended discussions.
For podcast producers and interview-based channels, the proposed 90-minute limit could make Instagram a more practical option for sharing full-length episodes rather than dividing programmes into multiple shorter clips. Comedians and other entertainers could also use the format to publish extended performances and original productions.
The move may also help creators maintain stronger connections with their established communities by allowing them to share content in a format better suited to their audiences. However, the extent to which the feature changes viewing habits will depend on its final design, availability and audience response.
Mosseri said the project remains at an early stage. Instagram plans to gather feedback from participating creators and users during the testing period before determining the feature’s future development.
The company has not yet announced a confirmed date for a wider rollout. It also remains unclear when, or whether, the feature will become available to all Instagram users across different markets.
The testing phase will likely provide Instagram with an opportunity to assess how creators use the format and whether viewers engage with longer horizontal videos within an application widely associated with vertical, mobile-first content.
If introduced more broadly, the feature could give Instagram creators another publishing option and strengthen the platform’s position in the increasingly competitive digital video market.
For now, the proposed 90-minute format remains in testing, and further details are expected as Instagram evaluates feedback and determines its next steps.
