In 2024, Instagram head Adam Mosseri said he was not keen on pushing long-form video. His worry was simple: longer videos could pull the app away from its main purpose, which is connecting friends.
In late October 2026, that changed. Instagram started testing Features, a format for horizontal videos up to 90 minutes long. For an app known for photos, Stories and Reels, that is a big shift.
So what exactly is it, and should your brand care? Let’s go through it.
What Is Instagram Features?
Features is Instagram’s new long-form video format. Creators in the test group can upload horizontal videos, such as podcasts, interviews and vlogs, up to 90 minutes long. These videos can appear in the main feed and on the Explore page.
The important part: it is a test. Instagram first tried it with a small group of creators in Brazil, and Digital Trends reports it is now expanding to tens of thousands of creators in the US. Most accounts cannot use it yet.
What Instagram Has Announced So Far
Here is what is live in the test:
- Features: long horizontal videos, up to 90 minutes, for creators in the test group
- Linked Reels: select creators can post Reels that link to the full-length Feature. Reports say up to eight Reels can point to one long video
- Instagram on TV: the TV app now puts Features first on Samsung, Fire TV and Google TV, with Apple TV being added
Coming next are Series, a profile home for episodic Reels, and Second Screen, which lets you use your phone as a TV remote and carry on watching on the big screen.
Why Instagram Is Doing This
Instagram has tried this before. IGTV was its earlier attempt at long videos, so Features is really a second go at the idea. This time, as Engadget points out, the goal is to get people watching longer videos on their TVs, not only on their phones.
The pieces now fit together. A Reel leads to a longer video, and the longer video can play on a big screen. Linked Reels is the most interesting part, because people already send Reels to friends in DMs. Now a Reel can point straight to a creator’s full video inside the same app.
It is also fair to say Instagram is moving closer to YouTube’s territory. That is our reading, not something Instagram has said.
What Has Not Changed
It is a limited test, so most creators and brands cannot use Features yet. Instagram has no revenue-sharing plan for short and long videos right now, although that could change. Background playback is not available either, so you cannot leave the app and keep listening. Mosseri has said it could come later, but that is not a promise.
Is Instagram Features Available in India?
Not yet, as far as current reports show. The test has been limited to Brazil and the US, and Instagram has not shared a date for India. For businesses in Kerala and across India, the right move is to prepare, not panic. Long videos already work on YouTube and LinkedIn, so the content you make now will not go to waste while you wait.
What This Means for Brands
For most businesses, nothing needs to change today. But the direction is clear: short videos earn attention, and longer videos are where interested people go deeper.
That matters because trust usually takes more than 30 seconds. A Reel can catch someone’s eye. A 20-minute conversation can help convince them. In our conversations with local business owners at Techbound, we often see that short videos start the interest, but buyers still want proof of real work before they call.
Here are the long videos that suit a brand:
- A customer interview or success story
- A Q&A with your team or founder
- A product or project walkthrough
- A podcast-style chat on a topic your customers care about
- Highlights from a webinar or event
Creators will probably benefit first, and brands that work with them can too. Our guide to influencer marketing explains how brands turn creator trust into business results, which is exactly what long videos build. And because people now search on social platforms too, our social search strategy post shows why clear titles and captions matter on every video you publish.
How Linked Reels Could Work for a Brand
Picture this. You record a 15-minute conversation with a happy customer. You cut three short clips, each answering one question, and post them as Reels. Each one points viewers to the full conversation. Someone who watches the whole thing has spent real time with your brand, which is a strong sign of interest.
If a clip does well, you can back it with paid promotion. Meta announced new brand ad options at its Brand Building Summit on October 15, 2026, including Reels Trending Ads, and we covered them in our Meta Ads updates blog.
Should You Start Making Long Videos Now?
You do not need access to start preparing. Long videos already work on YouTube, your website and LinkedIn, so the effort is not wasted either way. A simple plan:
- Record one long conversation a month, like a customer chat or a team Q&A
- Cut three to five short clips from each, with one idea per clip
- Keep posting short videos, since Linked Reels lead viewers to long ones
- Track which topics get the most watch time and shares, then make more of them
- Turn the long video into a blog post or quotes too, so nothing goes to waste
A longer video also gives interested viewers more time with your brand, which supports lead generation.
Mistakes to Avoid
- Do not drop short videos just because long ones are the new thing
- Do not upload a recording with poor sound, because bad audio loses people fast in a long video
- Do not make a 60-minute video when 15 minutes would do
- Do not forget a call to action at the end
- Do not move everything to Instagram while ignoring YouTube, where long-form audiences already exist
Whatever you make should fit into a bigger plan. A good social media marketing strategy connects short clips, long videos and posts, so each one supports the others.
Frequently Asked Questions
How long can Instagram Features videos be? Up to 90 minutes, in horizontal format, which is a different shape from standard Reels.
Who can use Features right now? Only creators in Instagram’s test group. It is not available to everyone yet.
Is Instagram Features available in India? Not yet, based on current reports. The test has run in Brazil and the US.
Can I earn money from Features? Not directly. Instagram has no revenue-sharing plan right now, though that may change.
Should small businesses make 90-minute videos? Probably not. A clear, useful 10 to 20 minute video will serve most brands better. That is our suggestion, not an Instagram rule.
Instagram’s move into long-form video is still a test, but it shows where the platform is heading: longer attention, and viewers who stay in the app. Keep making good short videos, record a few longer conversations and watch how the test develops. If you want help planning short and long video content for your brand, our team at a digital marketing agency in Trivandrum is happy to help.
