Instagram Is Testing 90-Minute Videos: What Agencies Need to Know

Instagram is going long. On October 26, 2026, Instagram announced a test of a new video type called Features: horizontal videos of up to 90 minutes.

For years, Instagram has been the home of short Reels. This is its biggest move into long-form video since it shut down IGTV. Here's what we know, and what it means for agencies and the brands they serve.

What Instagram announced

• Features: A new upload type for long, horizontal videos, up to 90 minutes.
• Clips as Reels: Creators can turn parts of a long video into Reels. Each Reel links to the full video, so short clips can send viewers to the long one.
• Watch on TV: Viewers can save a long video and send it to the Instagram app on their TV.
• More on the way: Instagram also said it's working on better discovery for Live video and a profile hub for Reels that are part of a series.

Who can use it

It's a test, not a full launch. Reports say it started in a small group of markets, including the US, and Instagram says it's listening to feedback as it goes. Expect changes before it reaches everyone.

Why Instagram changed its mind

Instagram head Adam Mosseri said he had long been against long-form video on the app, because short Reels drive more shares and messages. Instagram's product team pushed for the change, pointing to people watching together, including on TV. Instagram says Reels will stay at the core of the app. Long videos are meant to help people go deeper with creators they already follow.

What about money?

There's no ad revenue share for Features yet. YouTube pays creators in its Partner Program 55% of the ad revenue from their videos. Instagram hasn't announced anything like that. For now, creators on Instagram mainly earn through brand deals and fan subscriptions, and Meta says it's too early to share a long-term plan.

What this means for agencies

1. Repurpose what you already have. Podcasts, webinars, interviews and workshops can now live on Instagram, not just YouTube.
2. Build a Reels to long-form funnel. Cut 3 to 5 short clips from each long video. Each clip becomes a doorway to the full episode.
3. Plan for horizontal. Most Instagram content is shot vertically. Long-form needs 16:9 framing, so plan both formats when you film.
4. Don't drop Reels. Short video still drives reach and shares. Long-form is an extra layer, not a replacement.
5. Watch the test. Formats in testing change quickly. Try it with one client, measure watch time and follows, and scale what works.

How CORÉAL helps

Long-form plus short clips means a lot more editing. CORÉAL turns one long recording into a full episode, plus Reels, captions and thumbnails, delivered under your agency's brand. See our agency partner program.

Sources: TechCrunch, 9to5Google, 9to5Mac

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