Instagram is testing a format that could make the platform feel very different to creators accustomed to thinking in Reels: Features, horizontal videos that can run up to 90 minutes.
The test, announced October 26, is limited to a small group of creators in the United States and Brazil. It’s not a general launch, and most creators won’t be able to upload a Feature today. But the direction is worth paying attention to. Instagram is signaling that it wants a place for longer viewing, not only quick clips.
For creators, a new format can mean a new opportunity to be discovered. It can also mean a new way to spend time and money before the rules are clear. The smart response is neither to ignore the test nor to rebuild your whole content strategy around it. Treat Features as an experiment: useful to watch, potentially worth testing, and not yet a business foundation.
What Instagram is testing
Features are designed for long-form, widescreen video, with a maximum length of 90 minutes. That opens the door to content that doesn’t always fit neatly into a short Reel: interviews, full podcast episodes, performances, behind-the-scenes stories, tutorials, and extended conversations.
Instagram is also exploring how longer videos can work alongside shorter ones. A clip could help introduce viewers to a full Feature, much as a short highlight can point people toward an entire episode elsewhere. That matters because creators don’t necessarily have to choose between making short-form and long-form work. A longer video may become the source material for several shorter pieces, each with a different job.
For now, though, the key word is testing. Features are being tried with a small group, not offered as a dependable new channel for every account. The format, audience response, and recommendation patterns may all change as Instagram learns what people actually want to watch.
The opportunity is real. So is the uncertainty.
A platform test can create an early opening. When a new format is unfamiliar, there may be less competition for viewers’ attention. Creators who already have strong material suited to the format could get a chance to learn early, spot what works, and build a track record before the feature becomes more widely available.
But early access does not guarantee lasting reach. Platforms adjust recommendation systems, expand tests, and change product priorities. Being early might help you learn; it cannot promise that a video will take off or keep performing.
The larger strategic signal is easier to read: Instagram is investing in long-form viewing as it competes for people’s time with platforms such as YouTube and TikTok. For creators, that can make Instagram a more interesting place to distribute work that already exists. It does not automatically make it the best place to build an entire business.
That distinction is especially important when it comes to payment. Instagram head Adam Mosseri has said the company is exploring ways long-form creators might earn, including performance-based incentives and income from brands and fans. But there is no established Features monetization model, and Instagram has not announced a broad revenue-sharing program comparable to YouTube’s. Some individual arrangements may be part of the test, but that is not the same as a predictable payment system available to everyone.
In plain terms: a 90-minute upload is not a promise of 90 minutes’ worth of income.
Repurpose before you reinvent
If you already create long-form video, you may be able to learn from Features without adding a full production day. Start with something you’ve already made: an interview, performance, tutorial, or conversation that still feels relevant and works in a horizontal frame.
Before using it, check the basics:
- Does the full video make sense on its own? A Feature should deliver a complete experience, not feel like an unfinished clip.
- Is the opening strong? Viewers need a clear reason to stay, especially if they’ve just discovered you through a short video.
- Can you make a few natural cutdowns? A useful highlight can introduce the longer piece without requiring a separate concept.
- Do you have permission for everything in it? Review music, footage, guest releases, and any other rights before posting a video on another platform.
Repurposing is not the same as copying blindly. A YouTube interview might need a tighter opening or a fresh caption to work for Instagram viewers. The goal is to make a thoughtful adaptation without pouring extra production resources into an unproven format.
Watch the first cohort, not just the headline
Because Features are in a limited test, the first creators using them can offer valuable clues. Watch how they package their videos and how they connect longer stories to shorter clips. Notice which subjects and pacing styles seem to hold attention. Pay attention to whether the full video is presented as a standalone piece or part of an ongoing series.
Try to separate what you can observe from what you can’t. A video gaining traction doesn’t tell you exactly why. The creator may have an established audience, a strong topic, distribution from other channels, or access to a test that isn’t available to you. One success story is a prompt to investigate, not proof that the format guarantees reach.
If you do get access, keep your first test simple. Choose one piece that fits the format naturally, set a clear goal, such as testing audience retention or reaching people who don’t already follow you, and record what happens. Compare the result with your own previous content, not someone else’s highlight reel.
Keep Features as an extension of your channels
The safest way to approach a platform experiment is to distribute your work without handing the platform your whole strategy. Keep your main publishing rhythm and income plan intact. Continue building your presence on the channels that already serve your audience, and make sure your most important relationships with fans and customers don’t depend on access to one new feature.
That doesn’t mean every creator needs to build a complicated multi-platform operation. It means making deliberate choices. A music artist might post an existing live session as a Feature while continuing to release shorter performance clips. A business owner might test a recorded conversation while still using the channels that bring customers to their products. A podcaster might share an episode and a few highlights, then assess whether Instagram attracts listeners who stick around.
The broader lesson applies across every platform: opportunities can be useful, but the details matter, and a feature announcement is not the same as reliable income.
A practical test plan for creators
If Features becomes available to you, try this measured approach:
- Choose existing content that fits. Don’t produce a costly new series just to be first.
- Make one purposeful test. Decide what you want to learn before you publish.
- Use short clips as discovery tools. Let them introduce the longer video rather than treating them as a separate workload.
- Track audience signals. Look at watch time, completion, saves, meaningful comments, and whether viewers return, not just views.
- Review the effort and outcome. Decide whether the format deserves another test based on what it gave you.
- Keep revenue assumptions grounded. Don’t forecast income from a monetization program that hasn’t been announced.
Features may become a meaningful new home for longer video on Instagram. They may also evolve into something quite different after the test. Either way, creators who pay attention, reuse what they’ve already made, and keep their plans flexible will be in a stronger position than those who bet everything on a headline.
The opportunity is worth watching. The business plan should wait for clearer evidence.