Instagram tests Features, horizontal videos up to 90 minutes
The format began with creators in Brazil and is moving to a select group in the U.S. Instagram has not said whether it will reach Mexico.
Instagram is testing Features, a horizontal video format that runs up to 90 minutes and is aimed at podcasts, interviews and comedy specials. Instagram chief Adam Mosseri introduced it on Monday in a conversation with Tessa Lyons, the platform's vice president of product.
Nothing changes for Mexican users for now. The test began with a group of creators in Brazil and is expanding to a select group in the United States. No other country has been announced.
It is early, Mosseri said: the team is testing and listening to feedback. Short clips in Reels will point to the full episode, and Features will sit alongside Reels, Series, Live and TV.
The move reverses a long-held position. Mosseri had argued for short video over long, and in 2025 Instagram only stretched Reels from 90 seconds to 3 minutes. Features goes after YouTube's turf: full episodes.
The big screen matters too. Instagram for TV is available on Samsung Smart TVs in the U.S., and the company says it is testing "a dedicated home for horizontal videos" for those screens.
Instagram has not published monetization rules, so it is unclear whether creators will share in ad revenue the way they do on YouTube. There is no date yet for a wider rollout.
