Instagram is expanding its video offerings with a new format that will allow selected creators to upload horizontal videos lasting up to 90 minutes, as the social media platform looks to attract audiences interested in longer content.

The new feature, called Features, is designed to accommodate podcasts, interviews, comedy shows and other videos that require more time than conventional Reels.

According to Social Media Today, Instagram is testing the format with a limited group of creators in the United States, following earlier trials in Brazil.

The announcement was made by Instagram head Adam Mosseri and Vice President of Product Tessa Lyons in a video discussing the platform’s evolving approach to content creation and viewing.

“Sat down with Tessa Lyons. to talk about why we’re investing in longer videos, which we’re going to call Features, and how they fit with Reels, Series, Live and TV. It’s early, and we’re testing and listening to feedback as we go. But we’re excited to give creators more room to tell their stories with the communities they’ve already built here. More to come,” he said.

Under the new system, creators will be able to promote longer videos through shorter Reels. Users who discover an interesting clip will be able to open the linked full-length video without having to search for it separately.

The approach is intended to connect Instagram’s popular short-form format with longer programmes, allowing creators to use brief clips to attract viewers to complete episodes or discussions.

As reported by TechCrunch, the company wants short and long videos to complement each other rather than operate as separate experiences. This could offer podcasters and other creators another way to reach audiences who already follow them on Instagram.

The move also represents a shift in the platform’s earlier focus on brief, vertical videos. Reels will remain an important part of Instagram, but the introduction of Features could give creators greater flexibility in how they publish their work.

Alongside long-form videos, Instagram is developing a feature called Series, which will allow creators to organise related Reels into multi-episode collections.

The feature is intended to make it easier for viewers to follow content released in instalments, such as recurring comedy sketches, mini-dramas, educational videos and other ongoing programmes.

According to The Next Web, Instagram is testing the new video format with a limited number of creators, while its broader video strategy includes additional ways to organise and discover content.

Series could help creators build regular viewing habits by encouraging audiences to return for subsequent episodes instead of watching individual clips in isolation. The feature is being introduced to creators in selected markets, with wider availability expected to follow.

Instagram is further working to improve the visibility of live broadcasts. The planned changes will integrate live content more closely with the Reels discovery experience, potentially allowing people who do not follow a particular creator to come across their live streams.

This could help creators reach new audiences and give viewers more opportunities to discover live conversations, performances and other real-time content.

The development forms part of Instagram’s wider effort to make video discovery less dependent on existing follower networks.

The company is also continuing to develop Instagram for TV, extending its video experience beyond smartphones. The app has expanded to additional television platforms, including Apple TV, following its availability on Amazon Fire TV, Google TV and Samsung smart TVs.

In a June announcement, Meta said it was exploring longer videos, episodic programmes and live creator experiences designed specifically for television viewing.

Instagram is also exploring additional viewing options, including interest-based channels and ways to cast content from phones to television screens. Further improvements are expected to make it easier for people to discover videos and watch content together.