The new “Features” test could give podcasters, comedians and other creators a way to publish full-length videos without sending their audiences to another platform.
Instagram is best known for short videos that capture attention in seconds. But the platform is now exploring what happens when viewers want to stay longer.
On October 26, 2026, Instagram began testing a new format called Features, which allows selected creators to upload horizontal videos lasting up to 90 minutes. The initiative marks a significant expansion of Instagram’s video strategy, opening the door to full-length podcasts, interviews, comedy performances and other extended content.
The test is currently limited to selected creators in the United States, with some creators in Brazil also participating. A wider public launch has not been confirmed.
From Short Clips to Full-Length Viewing
The central idea behind Features is to connect Instagram’s short-form discovery experience with longer videos.
Creators can link their Reels to a corresponding full-length Feature. This means someone who discovers an interesting moment from a podcast could continue watching the complete conversation without leaving Instagram to find it elsewhere.
Longer videos may also appear in the main feed and Explore, giving creators additional opportunities to reach viewers beyond their existing followers.
For podcasters and interview-based shows, this could change how Instagram fits into their distribution strategy. Instead of using the platform primarily to promote episodes hosted elsewhere, creators may eventually be able to offer both the highlight and the complete programme in one place.
Why Instagram Wants Longer Videos
The move comes as platforms compete for more of people’s viewing time, particularly as podcasts and creator-led programmes increasingly reach audiences through video.
YouTube has established itself as a major destination for long-form content, including interviews and video podcasts. Instagram, meanwhile, has developed a strong discovery ecosystem around Reels and recommendations.
Features attempts to connect those two experiences. Short videos can attract attention, while longer productions give audiences a reason to stay.
Instagram is also expanding its presence on television screens through its Instagram for TV offering. Horizontal videos lasting up to 90 minutes could complement that strategy by giving viewers content better suited to longer viewing sessions.
What It Means for Creators
For creators, the biggest potential benefit is distribution. Podcasters, comedians, publishers and interviewers could use short clips to introduce their work to new audiences, then direct interested viewers towards the complete production.
Instagram has indicated that established creators can bring existing brand integrations into their longer videos. However, the platform has not announced a general advertising-revenue-sharing programme for Features, so creators should not assume that longer uploads will automatically generate income.
That distinction matters. Access to an audience is valuable, but creators also need sustainable ways to earn from the time and resources required to produce longer content.
Will Indian Creators Get Access?
As of October 27, 2026, Instagram has not announced a confirmed rollout date for India. Local podcasters and digital publishers will therefore need to wait for further updates before planning around the new upload format.
If access expands, the feature could offer another distribution option for business interviews, entertainment shows, educational programmes and other long-form productions. Its eventual value will depend on availability, discovery and the commercial opportunities Instagram develops around it.
A New Direction for Instagram
Features is not Instagram’s first attempt at long-form video. The company previously launched IGTV before discontinuing the standalone service in 2022.
The new approach takes a different route by connecting longer videos to the Reels ecosystem and Instagram’s wider viewing experience.
Whether it becomes a serious alternative to established video platforms remains to be seen. For now, the test signals a clear change in direction: Instagram is exploring how it can serve creators who want to do more than capture a viewer’s attention for a few seconds—and give that viewer a reason to stay.
