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Instagram tests 90-minute videos as short-form platforms reverse course on length

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Instagram tests 90-minute videos as short-form platforms reverse course on length

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

Instagram is testing horizontal videos up to 90 minutes long in a format called Features, after spending four years pushing Reels. The test arrives with no ad revenue share for creators and a different distribution model than the IGTV format it retired in 2022.

Instagram is testing a format called Features that allows select creators to publish horizontal videos up to 90 minutes long, with the US test beginning October 26 following earlier trials in Brazil. The test marks a reversal for a platform that killed IGTV four years ago and has spent the period since positioning Reels as the centre of its video strategy.

Instagram head Adam Mosseri said he had been against doing long-form video on Instagram for a long time, but the platform would now "lean in for a bunch of different reasons". The Meta-owned platform announced the test on Monday alongside Tessa Lyons, the company's vice president of product.

Early creators involved in the test include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, Preston Rakovsky, who interviews New Yorkers about love and relationships, and football content creator Donald De La Haye.

Instagram launched IGTV in 2018 as a dedicated home for long-form vertical video. Instagram dropped the IGTV brand in October 2021, merged long-form video into a single "Instagram Video" format, and in July 2022 folded everything into Reels.


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