Instagram 90-Minute Videos: Can It Beat YouTube?

InstagramBy the Pixtale Growth team · 27 October 2026 · 11 min read

Instagram is revisiting long-form video after IGTV failed. Discover whether its 90-minute videos can challenge YouTube and help creators grow.

Instagram 90-Minute Videos: Can It Beat YouTube After IGTV Failed?

Instagram 90-minute videos are raising a big question for creators and social media marketers: why is Instagram trying long-form video again after its previous IGTV experiment failed? With its new Features format, Instagram is testing a different way to combine short Reels with full-length podcasts, interviews, and entertainment.

The move could put Instagram in more direct competition with YouTube. But can Instagram succeed where IGTV struggled? Will creators have better opportunities to earn money, and could long-form video become a major part of Instagram's future?

Let's look at IGTV's history, Instagram's new strategy, the potential benefits for creators, and what might happen next.

Why Did Instagram IGTV Fail?

Instagram launched IGTV in 2018 to encourage creators to publish longer videos on the platform. The idea was to give Instagram users a place to watch extended video content rather than relying entirely on YouTube.

However, IGTV struggled to establish itself as a major destination for long-form video.

One important decision was to introduce IGTV as a separate viewing experience. Although IGTV videos later appeared in Instagram's main app, the product never developed the same position in the market as YouTube.

In February 2022, Instagram announced that it would discontinue the standalone IGTV app as it consolidated its video strategy around Reels and other video formats.

According to The Economic Times, Instagram's decision was part of a broader effort to simplify its video offerings.

What Went Wrong With IGTV?

Several strategic challenges help explain why IGTV struggled.

1. A separate app created friction

Users already had Instagram for photos, Stories, and social interactions. Asking them to adopt another app for longer videos added an extra step when YouTube was already an established alternative.

2. YouTube had a stronger long-form ecosystem

YouTube offered search, subscriptions, recommendations, established channels, and monetisation opportunities for eligible creators. IGTV struggled to offer a similarly compelling reason for audiences and creators to switch.

3. Creator monetisation was a challenge

Creators need more than views. They also need sustainable ways to earn money from their work. Without a compelling and consistent financial incentive, producing exclusive content for another platform becomes harder to justify.

4. Instagram's audience behaviour favoured sharing

Instagram's strengths include discovering short content, sharing posts with friends, messaging, and engaging with creators. Long videos require a different viewing experience and often a greater time commitment.

These factors provide useful context for Instagram's new experiment. However, IGTV's discontinuation does not prove that every long-form video strategy will fail.

Why Is Instagram Trying 90-Minute Videos Again?

Instagram's new approach is different from the original IGTV strategy. Instead of building a separate destination, it is testing long-form videos within a broader Instagram experience.

On October 26, 2026, Instagram began expanding its test of Features, a format that supports horizontal videos up to 90 minutes long.

The test is aimed at creators such as podcasters, comedians, interviewers, and other people producing extended video content.

According to TechCrunch's report, Instagram wants short-form and long-form video to complement each other.

The strategy makes sense from a platform perspective.

A viewer might discover a podcast through a short Reel, become interested in the conversation, and then watch the complete episode without leaving Instagram.

This creates a connection between content discovery and deeper viewing.

Instagram Wants to Keep Viewers on Its Platform

When Instagram users discover a creator's video, they may eventually visit that creator's YouTube channel to watch the full episode.

Instagram's new format could give users a reason to stay inside its own app for both short clips and longer videos.

This may benefit Instagram in several ways:

• More opportunities for users to spend time watching content.

• More ways for creators to engage their existing followers.

• Additional opportunities for brand partnerships.

• More long-form content to recommend through Instagram's discovery systems.

• Greater potential to attract creators who already produce podcasts and interviews.

These are potential benefits rather than guaranteed outcomes. The success of the test will depend on how people use the feature and whether creators find it worthwhile.

Instagram vs. YouTube: Can Instagram Win This Time?

YouTube is not simply a website where people watch long videos. It has a mature creator ecosystem built around search, recommendations, subscriptions, advertising, and audience relationships.

Instagram has different strengths. It is particularly effective at helping users discover creators through Reels, visual content, recommendations, and social sharing.

The new strategy brings these strengths closer together.

Where Instagram could have an advantage

• Creators can use Reels to introduce viewers to longer videos.

• Existing Instagram followers may help creators reach an initial audience.

• Brand partnerships can connect long-form videos with existing influencer campaigns.

• Short clips can make interesting moments from a long video easier to discover.

Where YouTube still has an advantage

• An established long-form viewing experience.

• Search and recommendations designed around videos.

• A mature advertising revenue-sharing system for eligible creators.

• Strong viewing habits around tutorials, podcasts, reviews, and educational content.

• An established presence on televisions and other viewing devices.

Instagram will not necessarily need to replace YouTube to make Features successful. It could become another useful distribution channel for creators who want to reach audiences in multiple places.

For the latest reporting on the new test, see The Verge's coverage of Instagram's long-form video strategy.

What Are the Benefits for Creators?

The biggest opportunity may be the ability to connect short-form discovery with longer storytelling.

Creators who already record podcasts, interviews, educational videos, and entertainment shows could potentially distribute their work more effectively.

1. One Recording Could Support Multiple Content Formats

A creator recording a 60-minute interview could produce several short clips alongside the complete episode.

The clips could introduce the subject, highlight interesting moments, and encourage interested viewers to watch the longer version.

This could make content production more efficient without requiring creators to film entirely separate videos for every platform.

2. More Opportunities for Brand Partnerships

Long-form content can give brands more room to explain a product, sponsor a conversation, or work with a creator on a detailed campaign.

For example, a technology creator could publish an interview about artificial intelligence and include a clearly disclosed sponsorship.

Instagram has indicated that it is exploring ways to help creators earn through brands, fans, and the platform itself. However, its long-term monetisation model for Features has not been fully announced.

Creators should not assume that a 90-minute video will automatically generate direct payments.

3. Better Opportunities for Niche Creators

Long-form content may be useful for creators working in specialised areas such as business, technology, education, fitness, travel, and personal finance.

These topics sometimes require more explanation than a short Reel can provide.

A creator could use a short clip to attract attention and a longer video to provide context, demonstrate expertise, or answer audience questions.

4. More Content Ideas for Social Media Agencies

Agencies managing multiple client accounts could experiment with different combinations of short and long video.

They could test which topics attract attention, identify successful content patterns, and use those insights to inform future campaigns.

However, agencies should wait for broader availability and reliable performance data before building their entire strategy around Features.

Will Instagram Pay Creators for 90-Minute Videos?

This is one of the biggest unanswered questions.

YouTube has an established Partner Program that allows eligible creators to earn revenue through advertising and other monetisation features.

Instagram offers different monetisation options, including subscriptions and brand partnerships, but it has not announced a standard YouTube-style revenue-sharing programme specifically for Features.

According to TechCrunch, Meta is exploring opportunities for creators to earn from brands, fans, and Instagram, including performance-based incentives.

That leaves several questions unanswered:

• Will Instagram introduce advertising within long-form videos?

• Will eligible creators receive a share of advertising revenue?

• Will Instagram reward videos based on views or performance?

• Will brand sponsorships remain the main earning opportunity?

• Will smaller creators have access to meaningful monetisation options?

Until Instagram announces specific terms, creators should treat direct earnings from Features as uncertain.

For now, the format may be most useful as another way to build an audience and support existing creator businesses.

What Could Happen Next? Our Predictions

Instagram's 90-minute video test is still in its early stages. The following predictions are based on the platform's current strategy and the competitive landscape, not confirmed future announcements.

Prediction 1: Reels Will Remain Important

Instagram is unlikely to abandon short-form video simply because it is testing longer content.

Reels can introduce viewers to creators and topics, while full-length videos can provide a deeper experience. The two formats could support each other.

Prediction 2: Podcast Clips Could Become More Valuable

If Instagram successfully connects Reels with full episodes, podcast creators may have more reasons to publish clips directly on the platform.

This could make interesting moments, strong openings, and shareable conversations even more important to content distribution.

Prediction 3: Creator Monetisation Will Influence Adoption

The availability of long-form video alone may not convince established YouTube creators to move their audiences.

If Instagram introduces compelling monetisation options, more creators may have an incentive to invest in the format. If earnings remain uncertain, many could continue treating Instagram primarily as a discovery and promotional channel.

Prediction 4: Instagram Could Become a Stronger Secondary Platform

Instagram does not need to replace YouTube to succeed.

If creators can publish longer videos, share short clips, and reach new audiences without making their content exclusive, Features could become a useful addition to a multi-platform strategy.

Prediction 5: The Viewing Experience Will Matter

People may be willing to watch longer videos on Instagram if the platform makes discovery and viewing convenient.

Recommendations, playback controls, content organisation, and support for larger screens could all influence whether users return for complete episodes.

Ultimately, user behaviour and creator feedback will determine whether the experiment succeeds.

Which Hashtags Could Trend Around Instagram's 90-Minute Videos?

Hashtags can help describe a topic, but their popularity and reach are not guaranteed. The following are relevant hashtags to test when publishing related content.

News and platform updates

#InstagramUpdate #InstagramNews #InstagramFeatures #InstagramReels

Video creators and podcasts

#VideoMarketing #PodcastMarketing #ContentCreators #LongFormVideo

YouTube competition and strategy

#YouTubeCreators #CreatorEconomy #SocialMediaMarketing #DigitalMarketing

Choose a small set that genuinely matches your post instead of adding every hashtag. You can use Pixtale Growth to research public Reels and investigate which content topics and formats are performing well in your niche. Treat hashtag popularity as something to validate with current data rather than a prediction that a tag will trend.

How Pixtale Growth Can Help You Prepare for This Shift

When social platforms experiment with new formats, content research becomes more valuable for creators, agencies, and freelance social media managers.

Pixtale Growth is an AI-powered social media analytics platform designed to help users research Instagram accounts and YouTube channels, analyse competitors, and discover content insights.

Its capabilities include:

• Instagram Reels research: Explore public Reels and discover content ideas.

• Competitor analysis: Examine public accounts and identify content patterns.

• Engagement analytics: Review available engagement metrics and audience interactions.

• YouTube research: Investigate channels and available performance information.

• AI-powered insights: Support content research and planning with AI-assisted analysis.

For agencies, these insights can help inform content calendars, client reporting, and creative experiments.

For example, a social media manager could research popular podcast clips in a client's niche, identify recurring topics, and develop new short-form content ideas.

As Instagram's video strategy evolves, understanding what audiences respond to can help marketers make more informed decisions.

Explore Pixtale Growth's Reels research page to start researching Instagram content.

Frequently Asked Questions

Why did Instagram IGTV fail?

IGTV struggled to establish itself as a major long-form video destination. Instagram eventually discontinued the standalone IGTV app in 2022 as it consolidated its video strategy around other formats, including Reels.

Is Instagram launching 90-minute videos for everyone?

No. As of October 27, 2026, Features is being tested with selected creators in the United States, following earlier testing in Brazil. Instagram has not confirmed a global release date.

Can Instagram 90-minute videos beat YouTube?

It is too early to know. Instagram has advantages in short-form discovery and social sharing, while YouTube has an established long-form video ecosystem and monetisation options. Instagram's success will depend on audience behaviour, creator incentives, and the viewing experience.

Will creators earn money from Instagram Features?

Instagram has not announced a standard revenue-sharing programme specifically for Features. Brand partnerships, fan support, and other monetisation options may play a role, but the final model remains uncertain.

Should creators stop uploading videos to YouTube?

No. Creators should avoid abandoning an established audience based on an experimental feature. A multi-platform strategy can help them diversify distribution while they evaluate new opportunities.

Final Thoughts

Instagram's new 90-minute video test raises an interesting question: can a platform that once struggled with IGTV build a successful long-form video experience this time?

The strategy is different. Instagram is exploring a connection between Reels and longer videos rather than relying on a separate standalone product. That could make content discovery easier and give creators another way to reach their audiences.

However, competing with YouTube will require more than allowing longer uploads. Creator monetisation, search and discovery, viewing quality, and audience habits will all matter.

Our prediction is that Instagram is more likely to become a stronger companion platform for long-form creators before it becomes a direct replacement for YouTube. The outcome will depend on how well Features performs as testing expands.

For social media agencies and marketers, the best next step is to keep researching content trends, testing creative ideas, and using available performance data to make informed decisions.

Want to discover better Instagram content ideas? Explore Pixtale Growth to research Reels, analyse competitors, and support smarter social media strategies.

Sources

• TechCrunch — Watch Out, YouTube; Instagram Goes From Short-Form to 90-Minute Videos

• Social Media Today — Instagram Rolls Out Limited Features Test in the US

• The Verge — Instagram Chases YouTube With a Push for Longer, Widescreen Videos

• The Economic Times — Instagram Officially Discontinues the Standalone IGTV App

This article distinguishes reported product developments from predictions. Features availability, monetisation, and future rollout plans may change as Instagram continues testing.