Social Media

Instagram Tests 90-Minute Videos in Shift to Long-Form

In a notable strategic pivot away from purely short-form content, Instagram is testing uploads of up to 90 minutes to give creators deeper storytelling options.

Radwan AbdulhadiEditor and technology writer

Published: October 27, 2026 · Updated: October 27, 2026 · 3 min read

Instagram Tests 90-Minute Videos in Shift to Long-Form — Image: TechCrunch

Instagram Pivots Toward Long-Form Content

After years in which every social platform aggressively pursued short-form video, Instagram has announced a notable shift in strategy by testing video uploads of up to 90 minutes long, a new capability the platform refers to as 'Features'.

The Meta-owned social media company [announced] the testing phase in a [video] featuring Instagram head [adam mosseri] and VP of Product Tessa Lyons, signaling a pivot to let users go deeper with their favorite creators.

Leadership Debate Over Long-Form Video

Instagram head [adam mosseri] explained on the [Colin and Samir Show] that for a long time he was personally against incorporating long-form content because shorter vertical formats like Reels drive higher rates of sharing and direct messages among users.

However, Instagram VP of Product Tessa Lyons ultimately convinced leadership to give long-form content another shot, echoing memories of the [now-defunct IGTV] platform from eight years ago. Lyons emphasized that Reels will remain a core focus, but long formats will allow deeper engagement with creators.

Monetization and the Creator Economy

The shift toward longer videos also intersects with ongoing discussions surrounding the [creator economy] and how platforms reward content creators financially compared to rivals like YouTube, which reported paying out massive sums through its partner ecosystem.

While YouTube boasts a straightforward ad revenue share model, short-form formats on Instagram and TikTok have historically proven [trickier to monetize] directly on a per-view basis. Meta currently relies more heavily on brand partnerships and fan subscriptions rather than widespread direct ad payouts.

A Meta spokesperson noted that while it is too early to share a finalized long-term monetization framework, the company is actively exploring performance-based incentives and ways for creators to earn through brands, fans, and the platform directly.

Symbiotic Formats and Testing Rollout

To bridge the gap between short and long content, Instagram is testing a 'Clips as Reels' feature that allows creators to slice promotional highlights from their longer videos, linking viewers directly to the full-length feature.

The initial rollout of 'Features' and 'Clips as Reels' is taking place in Brazil, alongside a small test in the United States. Furthermore, Instagram is developing improved discovery tools for Live video and an episodic profile hub for connected series.