Instagram 90-Minute Videos: New Test to Challenge YouTube

InstagramBy the Pixtale Growth team · 27 October 2026 · 5 min read

Instagram is testing 90-minute videos for podcasts and creators. Discover how Instagram's long-form video update could change Reels and video marketing.

Instagram 90-Minute Videos: New Test to Challenge YouTube

Instagram 90-minute videos are becoming a major talking point as Instagram tests longer video formats for podcasts, interviews, and creators. The new test could change how people discover long-form content, watch Reels, and engage with creators on the platform. It also signals Instagram's growing ambition to compete with YouTube in the video content market.

Instagram is expanding beyond short-form video with a new format called Features, which allows selected creators to upload horizontal videos up to 90 minutes long.

Announced on October 26, 2026, the test is designed for podcasters, comedians, interviewers, and other creators who want to publish longer videos directly on Instagram.

According to Social Media Today, Instagram is testing this format with selected creators in the United States, following earlier testing in Brazil. A wider rollout has not been confirmed.

What Is Instagram's New Features Update?

Instagram's new Features format is designed to support longer, widescreen videos alongside its existing short-form Reels experience.

Until now, Instagram has been best known for short videos, visual storytelling, and content designed for quick consumption. With Features, the company is exploring a way to bring full-length entertainment and conversations directly into the app.

The format could be useful for:

• Full-length video podcasts

• Interviews and conversations

• Comedy shows and performances

• Creator-led entertainment

• Vlogs and extended video stories

Viewers may discover a short podcast clip in their feed and then watch the complete episode on Instagram. Longer videos could also help creators reach audiences through the main feed and Explore.

How Will Instagram 90-Minute Videos Work?

The concept combines the discovery power of short-form videos with the depth of long-form content.

Imagine a creator publishing a 60-minute podcast episode. Instead of relying only on the complete episode to attract viewers, the creator could share several interesting moments as short Reels.

A potential content strategy could look like this:

1. Publish a full-length video or podcast.

2. Identify interesting moments from the recording.

3. Turn those moments into short Reels.

4. Use the Reels to introduce the topic to new audiences.

5. Direct interested viewers to the complete video.

This approach could help creators use one recording across multiple content formats. However, Instagram is still testing Features, and the availability and final functionality may change.

Instagram vs. YouTube: What Is Changing?

YouTube has long been a destination for full-length videos, podcasts, interviews, tutorials, and creator-led entertainment. Instagram has built much of its video strategy around short-form discovery.

Features could bring these two approaches closer together.

YouTube already has an established long-form video ecosystem and monetisation options for eligible creators. Instagram is exploring whether its existing short-form discovery experience can help longer videos reach new audiences.

Instagram's success will depend on discoverability, audience retention, creator incentives, and how effectively short clips lead viewers to full episodes.

Read more in The Verge's report on Instagram's long-form video test.

What Does This Mean for Instagram Creators?

The update could create new opportunities for creators who already produce long-form content.

Podcasters could use Reels to attract attention to full episodes.

Influencers could publish detailed conversations, behind-the-scenes videos, and longer storytelling formats.

Comedians could share selected moments from longer performances.

Brands could explore interviews, educational videos, product discussions, and creator collaborations.

However, longer videos will not automatically generate more views or engagement. Audience interest, topic selection, video quality, and distribution will still matter.

Creators can experiment with short videos to test which topics attract attention before investing in longer productions.

Why Instagram Analytics Will Become More Important

As Instagram experiments with different video formats, understanding content performance becomes increasingly valuable.

Creators and social media managers may want to understand:

• Which content topics attract the most views?

• Which Reels generate meaningful engagement?

• Which competitors consistently publish successful videos?

• What content themes appear in high-performing posts?

• Which videos generate conversations through comments?

Not every metric will be available for every format. Reporting will depend on Instagram's eventual rollout and the data available to creators.

For agencies managing several client accounts, analysing these patterns manually can become time-consuming. An analytics workspace can help organise public account data, compare competitors, and support better content decisions.

How Pixtale Growth Helps Social Media Managers Research Content

Pixtale Growth is an AI-powered social media analytics platform built for agencies, freelance social media managers, creators, and marketing teams.

It helps users research Instagram accounts and YouTube channels, understand content performance, and identify useful insights for their social media strategies.

Key capabilities include:

• Instagram Reels research: Discover content ideas and examine public Reels.

• Competitor analysis: Study other accounts and identify content patterns.

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

• YouTube analytics: Research channels and understand available performance data.

• AI-powered insights: Use AI-assisted analysis to support content research and planning.

Explore Pixtale Growth's Reels research page to research Instagram Reels and discover content ideas for your next campaign.

Will Instagram's 90-Minute Videos Be Available to Everyone?

Not yet. As of October 27, 2026, Features remains in limited testing with selected creators in the United States, following earlier testing in Brazil.

Instagram has not confirmed a worldwide release date or announced when the feature will become available to all creators in the United Kingdom, India, and other markets.

Creators should monitor official Instagram announcements rather than assume the 90-minute format is already available to every account.

Final Thoughts

Instagram's test of 90-minute videos signals a potential shift in how the platform approaches video content.

By connecting Reels with full-length podcasts, interviews, and entertainment, Instagram is exploring a model in which short videos attract attention while longer videos build deeper audience relationships.

For creators and agencies, the opportunity is to strengthen content research, experiment with different video lengths, and understand what resonates with their audiences.

The rollout is still limited, and the long-term impact remains uncertain. Social media marketers should pay attention to how Instagram evolves beyond short-form video.

Want to make better content decisions with data? Explore Pixtale Growth to research Instagram Reels, analyse competitors, and discover insights for your next social media campaign.

Sources

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

• The Verge — Instagram's Long-Form Video Test

• TechCrunch — Instagram Goes From Short-Form to 90-Minute Videos

This article is based on published reports about Instagram's limited testing of long-form video features. Availability and functionality may change as testing continues.