Instagram is testing Features, a long-form video destination that could support landscape uploads of up to 90 minutes. The initial trial is limited to the United States and would give creators a place to publish material such as full podcast episodes and comedy shows inside Instagram.
Instagram chief Adam Mosseri announced the test with company vice president Tessa Lyons in a roughly six-minute video. Mosseri said he had previously been reluctant to bring long-form video to Instagram, but user habits have changed.
The company says more people are watching Reels with friends, including on TVs. Its plan is for Reels to remain the short-form discovery tool, while Features hosts the longer version of a creator’s work. A podcast producer, for example, could use a Reel as a preview and publish the complete episode through Features.
The test moves Instagram closer to YouTube’s long-form territory, following its earlier push into short-form video with Reels. However, the creator-business model remains a major unanswered question.
Instagram intends to maintain creators’ existing advertising arrangements, but it has not detailed an ad-revenue sharing system comparable to YouTube’s. Creators have already raised questions about why they should place longer videos on Instagram without a clear path to advertising income.
Features remains in testing, and Instagram says it will consider feedback. Whether the format expands beyond the U.S. trial—and whether it gains financial incentives compelling enough for long-form creators—has yet to be confirmed.
