Will Instagram compete with YouTube? 90-minute video test begins
Instagram has started testing videos lasting up to 90 minutes under the name "Features". Plans are to redirect users from short Reels videos to full episodes, and the test is currently limited to select content creators in the US. Adam Mosseri shared the latest developments.
Focusing on Reels videos in recent years, Meta is taking things a step further for Instagram and becoming a direct competitor to YouTube. Currently supporting videos up to 3 minutes, Instagram is extending this duration for Reels up to a full 90 minutes.
Instagram is taking a new step towards long-form content in its app known for short videos. The platform has started testing videos that can be up to 90 minutes long. This will allow users to watch interviews, comedy shows, or podcast episodes in one sitting instead of scrolling past content in a few seconds. The move brings the app directly closer to YouTube's territory.
Instagram Head Adam Mosseri and product director Tessa Lyons announced the new format under the name "Features" on October 26, 2026, with an approximately six-minute video. According to tech site 9to5Google, only users in the US were able to watch the promotional video.
How is the test scope expanding?
Instagram first tested the "Features" format in Brazil. Now the test is being continued with selected video creators in the US, and the number of participants is planned to reach tens of thousands. No announcement has yet been made regarding when the format will be made available in Germany and other countries. Content creators in Turkey cannot benefit from this feature yet, but they can only watch the 90-minute videos shared in the US.
How to switch from Reels to a full episode?
The starting point of the system in question will be the app's familiar Reels videos. If a user sees a podcast snippet in a Reel, they will be able to directly access the entire episode via the link. Meanwhile, the viewer will continue to remain inside Instagram. Long videos will also appear in the app's Explore section and be offered to users as recommendations.
On the other hand, Instagram CEO Adam Mosseri had previously viewed long videos negatively. His concern was that users' opportunities to share other posts with friends would decrease while watching long content. Therefore, Reels is intended to remain at the core of the app even with the new format.
What does it mean for the user?
Long videos that will use horizontal (wide) framing are designed to be watched on TV. This is compatible with the Reels TV app that Instagram brought to Fire TV devices in the US in December 2025. The app later reached Samsung televisions as well. The new format aims to expand this TV experience with full episodes.
This article was translated from Turkish. Read the original article in Turkish.
