Instagram's New 90-Minute Video Update: Is Instagram Preparing to Challenge YouTube?
For years, Instagram has trained us to scroll. A 15-second Reel here, a funny clip there, and suddenly, half an hour has disappeared. But what if Instagram wants you to stop scrolling and start watching?
That’s the big question behind Instagram’s latest update.
On October 26, 2026, Instagram announced that it is testing a new long-form video format called Features, allowing selected creators to upload horizontal videos of up to 90 minutes.
Yes, 90 minutes. That’s enough time for a full podcast episode, an in-depth interview, a comedy special, or even a documentary-style video.
And it raises a much bigger question: Is Instagram trying to become the next YouTube?
The answer isn’t as simple as it sounds. Instagram isn’t abandoning Reels. Instead, it appears to be building something that could change how people discover, watch, and engage with video content.
Let’s explore what this update means for creators, brands, digital marketers, and YouTube itself.
What Is Instagram's New 90-Minute Video Feature?
Instagram’s new Features format is an experimental long-form video experience that allows eligible creators to publish horizontal videos lasting up to 90 minutes.
Unlike traditional Reels, which are largely associated with short, vertical content, Features is designed to support videos that need more time and space to tell a story.
The format is being tested with selected creators in Brazil and the United States. It is not yet available to everyone.
Key highlights of Instagram's new video update
- Maximum video duration: Up to 90 minutes in the current test.
- Video orientation: Horizontal or widescreen.
- Feature name: Features.
- Availability: Selected creators in Brazil and the United States.
- Content opportunities: Podcasts, interviews, comedy, educational videos, and other longer productions.
- Reels integration: Short video clips can lead viewers to the complete long-form video.
- Future viewing experience: Instagram is developing a stronger television viewing experience.
Important: Instagram has not announced a confirmed worldwide release date, and the 90-minute upload capability should not be treated as available to every Instagram account.
Why Is Instagram Introducing 90-Minute Videos Now?
Think about how we consume content today.
We discover a creator through a short clip. If the content catches our attention, we visit their profile, search for their podcast, or open YouTube to watch the full episode.
- Instagram is already responsible for the discovery.
- But another platform often gets the longer viewing session.
- That is the opportunity Instagram appears to be targeting.
1. Instagram wants to keep audiences on its platform
- Imagine discovering an interesting podcast clip on Instagram.
- Today, you might need to visit YouTube or another platform to watch the complete conversation.
- With Features, Instagram wants to make that journey possible within its own ecosystem.
- A short Reel introduces the content. An interested viewer follows the link to the longer video. The creator has an opportunity to build a deeper relationship without sending that viewer elsewhere.
- For Instagram, this could mean more engagement and longer viewing sessions.
- For creators, it could mean fewer steps between discovery and meaningful consumption.
2. The popularity of long-form creator content creates an opportunity
- Short videos are useful for grabbing attention. But longer videos can give audiences something different: context, depth, and familiarity.
- A 30-second clip can introduce a subject. A 45-minute discussion can explore it properly.
- Podcasts, in-depth interviews, tutorials, reviews, and creator-led shows are examples of content that may benefit from longer viewing formats.
- Instagram’s new test suggests the company wants to participate more directly in that experience.
3. Instagram wants a bigger role on television screens
- One of the most interesting aspects of this development is the horizontal video format. Why horizontal?
- Because Instagram’s ambitions are no longer limited to the smartphone screen.
- The company has also been developing Instagram for TV, bringing its video experience to connected televisions.
- Horizontal content is a natural fit for larger screens, where people are more accustomed to watching podcasts, interviews, entertainment, and longer productions.
- In other words, Instagram isn’t simply testing longer uploads. It is exploring different viewing habits.
How Will Instagram's 90-Minute Videos Work?
One of Instagram’s most important ideas is connecting short videos with their full-length versions.
The company is testing a complementary system called Clips as Reels.
Here’s how the experience could work:
- A creator uploads a 60-minute podcast episode using Features.
- The creator publishes several interesting moments as short Reels.
- Someone discovers one of those clips while browsing Instagram.
- They can open the linked long-form video to watch the complete episode.
- The audience can continue watching without switching to YouTube.
This creates a simple but powerful content journey:
Short Reel → Content discovery → Full video → Deeper audience engagement
For creators, it could reduce the need to send people away from Instagram.
For businesses, it may eventually provide a more connected path from awareness to education and consideration.
However, this is still a testing-stage product. The availability, placement, performance, and final functionality of these tools may change.
Instagram vs YouTube: Is Instagram Really Trying to Compete?
Yes, Instagram’s 90-minute video test puts it in more direct competition with YouTube, particularly for podcasts, interviews, creator shows, and long-form viewing. But that does not mean Instagram is replacing YouTube.
The two platforms have different strengths.
YouTube has spent years building an ecosystem around long-form video, search, recommendations, subscriptions, and creator monetization.
Instagram, meanwhile, has become particularly effective at social discovery, short-form entertainment, and interactions between creators and audiences.
Its opportunity is to connect those strengths with longer content.
Instagram vs YouTube: Platform comparison
| Feature | Instagram’s 90-Minute Features | YouTube |
|---|---|---|
| Long-form content | Testing uploads up to 90 minutes | Established long-form video platform |
| Primary discovery | Social feeds, Explore, Reels | Search, recommendations, homepage, Shorts |
| Video orientation | Horizontal for Features | Horizontal and vertical |
| Creator monetization | No dedicated Features ad-revenue sharing announced | Established partner and ad-revenue-sharing programs |
| Short-to-long video journey | Testing linked Reels clips | Shorts and related-video discovery |
| TV viewing | Growing Instagram for TV experience | Established TV viewing ecosystem |
| Global availability | Limited testing | Broadly available |
Where Instagram could challenge YouTube
- Instagram already gives creators opportunities to reach people through Reels, feeds, Stories, and recommendations.
- If creators can connect that discovery directly to a full episode, Instagram could become more attractive for publishing longer videos.
- For example, a creator might have a viral interview moment on Reels.
- Instead of telling viewers to visit YouTube for the entire conversation, they could offer it on Instagram.
- That convenience matters.
- It could also encourage creators to use Instagram as more than a promotional channel.
Where YouTube still has the advantage
- YouTube is not just a place to upload long videos.
- It has a mature search and recommendation system, established creator monetization tools, and audiences who already visit the platform specifically to watch longer content.
- That last point is especially important.
- Opening Instagram to browse Reels is different from opening YouTube to watch a one-hour documentary.
- Instagram can introduce a new feature, but changing audience habits is a bigger challenge.
- For now, the competitive threat is meaningful, but a major shift in creator revenue or viewing share has not been demonstrated.
Why YouTube Should Pay Attention to Instagram's New Feature
The real competition may not be about which platform supports longer videos. It may be about which platform owns the entire content journey. Previously, a creator could use Instagram to attract attention and YouTube to deliver the complete experience. Instagram is now experimenting with keeping both stages in one place.
That could affect three important areas.
Audience attention
If viewers start watching full-length videos directly after discovering short clips, Instagram could retain more of their viewing time.
Creator distribution
Creators may have another platform where they can distribute complete episodes instead of relying on short promotional clips alone.
Brand partnerships
Brands could eventually have more opportunities to sponsor longer creator content within Instagram’s ecosystem.
But these are potential outcomes, not proven results. Instagram still needs to demonstrate that audiences want to watch long videos on its platform and that creators see enough value to invest in the format.
What Happened to IGTV? Isn't Instagram Trying Long-Form Video Again?
If this announcement sounds familiar, there’s a reason. Instagram launched IGTV in 2018 as a platform for longer videos. The idea was to encourage creators and audiences to spend more time watching content on Instagram.
However, IGTV never developed into a serious long-form rival to YouTube. Its standalone app was eventually discontinued in 2022 as Instagram shifted toward a more integrated video experience.
So, what’s different this time? The new approach appears to place greater emphasis on connecting existing short-form discovery with longer videos. Instead of expecting audiences to visit a separate long-video destination, Instagram wants Reels to help people find full-length content.
The horizontal format and expanding TV experience are also significant differences. The lesson is clear: supporting longer videos is only part of the challenge. Helping people discover them and giving them a reason to keep watching matters just as much.
What Does Instagram's 90-Minute Video Update Mean for Content Creators?
For content creators, the biggest opportunity is flexibility. A video creator may no longer need to choose between short Instagram clips and full-length videos hosted elsewhere. If Features becomes widely available, creators could experiment with publishing both formats on Instagram.
Opportunities for creators
- Podcasters: Share complete episodes and use Reels to highlight interesting moments.
- Educators: Develop deeper tutorials and educational discussions that go beyond short tips.
- Interviewers: Publish longer conversations rather than relying exclusively on edited highlights.
- Lifestyle creators: Explore storytelling formats that need more time than traditional Reels.
- Entertainment creators: Experiment with comedy specials and episodic video content.
However, creators should not assume that longer videos will automatically receive more reach.
Instagram has not established that 90-minute uploads will outperform short videos, and longer content brings its own production and retention challenges. A useful 20-minute video could be more effective than a 90-minute video that fails to hold attention.
The goal should be to create content with enough value to justify its length.
What Does This Update Mean for Brands and Digital Marketers?
For businesses, Instagram’s long-form video test is worth watching because it could change how educational, entertaining, and trust-building content is distributed.
Consider a skincare brand. A short Reel might show a common skincare mistake. A longer video could feature a dermatologist explaining ingredients, routines, and common misconceptions. Or consider a software company.
A short Reel might demonstrate one useful feature, while a longer walkthrough could explain how the complete product works. Both approaches have value.
Potential benefits for brands
- Deeper storytelling: Brands may have more room to explain their products, services, expertise, and values.
- Audience education: Longer videos can make complex products or services easier to understand.
- Creator partnerships: Businesses may eventually sponsor longer Instagram shows, podcast episodes, and interviews.
- Content repurposing: One recording could provide a full episode and several shorter clips for distribution.
- Community engagement: Viewers who enjoy in-depth content may have more reasons to spend time with a creator or brand.
The key word is potential. These opportunities depend on wider access, audience adoption, and the tools Instagram ultimately makes available.
Should Brands Stop Creating Reels and Start Making 90-Minute Videos?
No, That would be the wrong takeaway from Instagram’s announcement.
Short-form content remains central to Instagram’s experience, and Instagram has not announced that it is replacing Reels. Instead, brands should consider how short-form and long-form content could work together.
A practical content strategy might look like this:
| Content type | Main purpose |
|---|---|
| 15–30-second Reel | Capture attention |
| 30–90-second Reel | Share a useful insight |
| 3-minute video | Explain a focused idea |
| 10–20-minute video | Deliver a detailed tutorial or discussion |
| 30–90-minute video | Host interviews, podcasts, or deeper storytelling when appropriate |
These are suggested content formats, not confirmed Instagram algorithm recommendations or guaranteed upload permissions.
For most businesses, the smartest approach is to test topics that already attract meaningful audience interest before investing heavily in longer productions.
Will Instagram’s 90-Minute Videos Affect the Instagram Algorithm?
This is one of the biggest questions creators will ask. As of October 28, 2026, Instagram has not publicly established a specific ranking advantage for 90-minute Features videos. There is no verified basis for claiming that simply uploading longer content will increase reach.
However, creators can reasonably prepare to evaluate metrics such as:
- Viewer retention and average watch time.
- Completion rate relative to video length.
- Engagement and shares.
- Traffic generated from linked Reels.
- New followers and returning viewers.
- Click-throughs and business outcomes where measurable.
The important distinction is between what Instagram has announced and what marketers may want to test. Longer duration is a creative option, not an automatic growth strategy.
Is Instagram’s New 90-Minute Video Feature Available in India?
Not yet as a general public rollout. As of October 28, 2026, the announced Features test involves selected creators in Brazil and the United States. Instagram has not confirmed a general launch date for India.
Indian creators and brands should therefore avoid assuming they can already upload 90-minute Features videos from any account.
For now, businesses can prepare by developing longer content ideas, testing audience demand on existing formats, and creating reusable production workflows.
The KRIL Perspective: What Smart Brands Should Do Next
At KRIL Digital, we see this announcement as part of a bigger shift in digital content: the distance between discovering something and experiencing it fully is getting smaller. Platforms increasingly want audiences to move between quick entertainment and deeper engagement without leaving their ecosystems.
For brands, that creates both an opportunity and a challenge. The opportunity is to turn attention into meaningful engagement. The challenge is to create content worth watching beyond the first few seconds. Our recommendation is straightforward: Don’t build your strategy around a video length. Build it around the audience journey.
Start with a strong idea. Use short videos to earn attention. Develop deeper content when the subject deserves it. Measure whether that content improves trust, engagement, leads, or conversions.
And keep an eye on Instagram’s rollout before making major changes to your production budget.
Final Verdict: Can Instagram’s 90-Minute Videos Challenge YouTube?
Instagram’s move into 90-minute horizontal videos is more than a small feature update. It is an experiment in how creators and audiences might move between short-form discovery and longer viewing sessions. For YouTube, the immediate threat is not that Instagram can now host a longer video.
The bigger question is whether Instagram can convince people to watch complete episodes on the platform where they originally discovered the creator.
YouTube still has significant strengths in search, long-form viewing habits, television, and creator monetization. Instagram has strengths in social discovery, community interaction, and short-form reach. If Instagram successfully connects those strengths to longer videos, the competition could become much more interesting.
But for now, one thing is certain: Instagram is testing a serious expansion into long-form video. Whether it becomes a serious YouTube competitor will depend on how creators and audiences respond.
And for brands, the smart move isn’t to choose one platform over the other. It’s to understand what each platform does best and create content that serves the audience.
Frequently Asked Questions About Instagram’s 90-Minute Video Update
1. Can you upload a 90-minute video on Instagram?
Instagram is testing a new format called Features that supports horizontal videos of up to 90 minutes. As of October 28, 2026, access is limited to selected creators, so the functionality is not available to everyone.
2. What is Instagram’s new 90-minute video feature called?
The new long-form video format is called Features. It is designed for longer horizontal content such as podcasts, interviews, and entertainment videos.
3. Is Instagram competing with YouTube?
Instagram’s new long-form video test puts it in more direct competition with YouTube. However, YouTube currently has a more established long-form video ecosystem and creator monetization infrastructure.
4. When will Instagram launch 90-minute videos in India?
Instagram has not announced a confirmed India launch date as of October 28, 2026.
5. Are Instagram’s 90-minute videos horizontal or vertical?
The new Features format is designed for horizontal or widescreen videos, unlike the predominantly vertical Reels experience.
6. Will Instagram pay creators for 90-minute videos?
Instagram has not announced a dedicated YouTube-style advertising revenue-sharing program for Features videos. Brand partnerships and other monetization possibilities may be explored, but payments should not be assumed.
7. Will Instagram replace Reels with long-form videos?
No. Instagram has indicated that Reels will remain a core part of the platform. The new video format is intended to complement short-form content.
8. Can Instagram videos really be 90 minutes long?
Yes, under Instagram’s limited Features test, eligible creators can upload videos up to 90 minutes long. This does not mean the same limit applies to every Reel or account.
9. Will 90-minute videos get more views on Instagram?
There is no confirmed evidence that longer Features videos automatically receive greater reach. Performance will depend on content quality, audience interest, distribution, and other factors.
10. What is the difference between Instagram Reels and Instagram Features?
Reels are primarily designed for short-form social video discovery. Features is a new experimental format for longer horizontal videos, with integrations that can connect short clips to full-length content.
11. Will Instagram’s long-form videos replace YouTube?
It is too early to make that prediction. Instagram’s new format could compete for some long-form viewing time, but YouTube remains established in search, monetization, and long-form content distribution.
12. How should businesses prepare for Instagram’s long-form video update?
Businesses can identify topics suited to deeper content, develop podcast or interview ideas, repurpose existing recordings, and continue measuring audience interest through Reels and other currently available formats.
About KRIL Digital
KRIL Digital is a creative and digital marketing agency helping brands turn digital trends into meaningful business opportunities.
From performance marketing and creative campaigns to SEO, content strategy, lead generation, and conversion-focused growth, KRIL helps businesses navigate an evolving digital landscape with strategies built around measurable outcomes.
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