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Beyond Reels and Shorts: Why social media platforms want longer videos

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Beyond Reels and Shorts: Why social media platforms want longer videos

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Instagram's test of 90-minute videos reflects a wider contest to keep audiences watching, attract creators and compete for entertainment time across phones and television screens

Instagram tests longer videos as social media platforms compete for viewers’ time and creator-led content. (Image: AI generated)

Sweta Kumari New Delhi 8 min read Last Updated : Oct 28 2026 | 4:22 PM IST

Social media platforms known for short-form videos are expanding into longer content, including podcasts, interviews and episodic shows. The move seems to focus on increasing viewing time and competing for a larger share of creator-led entertainment. On October 26, Instagram began testing Features, a format that allows selected creators to upload horizontal videos of up to 90 minutes. It is also testing a feature that links short Reels to full-length videos, allowing viewers to discover and watch longer content without leaving the platform. According to TechCrunch, the test began with selected creators in Brazil and is expanding to a small group in the US.

In an official video conversation, Instagram head Adam Mosseri and Vice-President of Product Tessa Lyons explained the platform’s push into long-form video. Mosseri said he had previously opposed the idea, partly because longer viewing could reduce interactions such as sharing Reels and messaging friends.

Lyons said Instagram supports different forms of creativity, including episodic series and livestreams. The company wants users to discover longer videos through Reels and continue watching them on mobile phones or televisions.


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