When Adam Mosseri, Instagram’s chief executive, told a gathering of creators that the app “is all about connecting people over creativity. And creativity is so much more than just short‑form video or posting carousels,” he was hinting at a quiet but ambitious shift. The platform, long known for its 15‑second Reels and 60‑second Stories, has now opened a new door: a 90‑minute video slot that lets creators upload content as long as a feature film.
The change is more than a gimmick. It signals that Instagram is no longer content‑first, but creator‑first. By giving podcasters, comedians and documentary makers a place to host full‑length pieces, the company is courting a segment of the audience that has traditionally turned to YouTube for longer narratives.
Alongside the 90‑minute limit, Instagram has rolled out a multi‑episode series feature. Creators can now publish a collection of videos that link together like a TV season, with each episode accessible through a single, cohesive feed. The move mirrors the binge‑watch culture that has made streaming services popular, but it keeps the experience within Instagram’s social ecosystem.
Perhaps the most intriguing part of the rollout is the new “Features” format, a testbed for longer videos that could eventually mirror YouTube’s monetization model.
For users, the series format means they can follow a story arc without leaving the app. For creators, it offers a new way to structure content, encouraging them to think in terms of arcs and cliffhangers rather than isolated clips.
Instagram’s Reels, the platform’s answer to TikTok, has also been expanded to include live streams. Creators can now broadcast in real time, with the same 90‑minute cap that applies to pre‑recorded videos. The integration of live content into Reels means that audiences can engage with creators in a more immediate, interactive way, while still benefiting from the algorithmic amplification that Reels provides.
In a separate but complementary development, Instagram is extending its TV app to Apple TV. The new app lets users control the experience from their phones, and it even shows what friends are watching on television. The feature is a subtle nod to the fact that many people still consume video on larger screens, and it positions Instagram as a bridge between social media and traditional TV viewing.
Perhaps the most intriguing part of the rollout is the new “Features” format, a testbed for longer videos that could eventually mirror YouTube’s monetization model. The format is currently being piloted with a select group of creators in the United States and Brazil. Meta, Instagram’s parent company, emphasized that the key question is whether the platform will implement an advertising model similar to YouTube’s, allowing creators to earn revenue.
Tessa Lyons, a senior product manager, explained how the format works: “What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature.”
The ability to link Reels to a longer feature creates a seamless funnel from short‑form discovery to full‑length consumption. It also opens the door for creators to monetize their work through in‑app advertising, sponsorships, or even a subscription model, just as YouTube has done for the past four years.
YouTube has paid out over $100 billion to content creators and media companies in the past four years, a figure that underscores the platform’s success in building a lucrative ecosystem for long‑form content. Instagram’s new format is clearly designed to tap into that same market.
While YouTube has long been the go‑to destination for podcasts, comedy specials and documentary series, Instagram’s integration of long‑form video into its already massive user base could shift the balance. Creators who already have a following on Instagram can now offer their fans a one‑stop shop for both short and long content, potentially reducing the friction that currently forces audiences to hop between platforms.
The rollout is still in its early stages, and it remains to be seen how quickly creators will adopt the new format. Instagram’s decision to test the feature with a limited group of users in the U.S. and Brazil shows a cautious approach, but it also signals that the company is listening to its most engaged creators.
If the “Features” format proves successful, it could redefine the way we think about social media video. Instead of a collection of bite‑sized snippets, Instagram would become a platform where entire narratives unfold, where audiences can binge‑watch a series or sit down for a 90‑minute documentary, all while staying within the same app.
The introduction of 90‑minute videos, multi‑episode series, and live streams in Reels marks a significant pivot for Instagram. It moves the platform from a purely short‑form playground to a more versatile content ecosystem, one that acknowledges the appetite for longer, richer stories.
As the platform continues to test and refine its new features, creators and audiences alike will be watching closely. The next few months could see Instagram carving out a new niche in the long‑form video arena, challenging YouTube’s dominance and reshaping how we discover, share, and consume stories on social media.