Instagram is coming for YouTube’s crown with long-form videos

Instagram is testing Features, allowing select US creators to publish horizontal videos up to 90 minutes long.

The new format connects short Reels to full-length videos, potentially positioning Instagram as a serious YouTube competitor.

Instagram’s massive audience gives it an advantage, but matching YouTube’s creator monetization remains a challenge.

That hilarious podcast clip in your Reels feed has one awkward ending: the rest is on YouTube. Instagram wants to rewrite that ending, and Google’s video giant might finally have a rival with the audience to make it interesting.

Instagram is testing Features, a format for horizontal videos up to 90 minutes long. Following an earlier trial in Brazil, select US creators can now experiment with full-length podcasts, comedy specials, and other long-form content. Reels can link directly to the full videos, and Instagram also plans to recommend them through Explore. Eventually, the experience should reach its growing TV app.