Instagram 'Features': You can watch 90-minute podcasts, comedy shows and episodes inside the platform; long-form video option soon

Instagram is testing a new feature called Features that could let users watch 90-minute podcasts, comedy shows and other long-form videos without leaving the platform. The feature will allow creators to link short Reels to full-length videos, giving viewers a way to move from a brief clip to the complete episode on Instagram.

The test targets long-form content creators, including podcasters and comedians, as Instagram looks to expand beyond short videos. The company has begun testing Features with select creators in the US after earlier trials in Brazil, with plans to expand the US trial to tens of thousands of creators, according to The Times of India.

Instagram head Adam Mosseri, speaking in a youtube podcast, has explained the thinking behind the proposed format in a podcast discussion, saying the platform wants to make longer videos easier to discover rather than simply placing lengthy uploads alongside regular Reels.

Instagram Features: 90-minute horizontal videos

Instagram began testing its long-form video feature, called Features, with selected creators in the US, after earlier trials in Brazil, according to Times of India. The company plans to expand the US trial to tens of thousands of creators.

The videos are expected to appear in Explore and other parts of Instagram, helping users discover content beyond accounts they already follow. The initial experience will be available on mobile, with the company also looking at expanding long-form viewing to television screens.

Adam Mosseri explains how Instagram wants to connect Reels with long videos

Mosseri said Instagram wants to support long-form and horizontal videos in multiple ways. If a user comes across a Reel or short video that forms part of a longer production, the platform wants to give them an option to open the complete video.

He also discussed using Explore, which includes Instagram's discovery and search features, to help users find long-form productions.

Mosseri described long-form video creation as an underdeveloped part of Instagram's ecosystem and said the company wants to nurture it.

The approach could be particularly relevant to podcasters and creators who already divide their recordings into shorter clips for social media. These clips can introduce viewers to a discussion, interview or performance, while the full recording offers the complete experience.

Why Instagram does not want to simply add 90-minute videos

Mosseri indicated that Instagram's plan is not just to allow 30-minute, 60-minute or 90-minute videos to sit alongside existing Reels.

Instead, the platform wants to make the formats work together. He explained that Instagram is interested in long-form videos that can also be presented as short-form content, allowing audiences to discover a production through clips before choosing whether to watch the entire video.

Podcasts offer a straightforward example. A creator could publish a full episode and use selected portions to reach people scrolling through Instagram. Someone interested in a particular conversation could then move from the short clip to the longer recording.

This approach would give creators another way to use Instagram for discovery without treating every viewer as someone ready to watch a lengthy video immediately.

Instagram's television strategy could support that ambition. Instagram for TV, which is available on Samsung, Fire TV and Google TV, is also expanding to Apple TV in the US, according to the report.

Instagram 'Series': Episodic Reels and live videos

Long-form videos are not the only change. Instagram is experimenting with a feature called Series, which would give episodic Reels a dedicated space on a creator's profile.

The feature could help creators organise videos that form part of an ongoing story or programme, making it easier for viewers to find related episodes. Instagram has been exploring this format with microdrama studios and individual creators experimenting with episodic content.

The company plans to test Series in more countries in the coming months, with a US launch targeted for the end of 2026 or early 2027, according to Times of India.

Instagram is also testing the possibility of bringing live videos into the Reels tab. The experiment would recommend live streams to users who do not follow the creators, potentially helping broadcasters reach new audiences.

The live-video test is taking place in Indonesia and Brazil, with an expansion to the US planned for 2027, the report said.

What Instagram's long-form video plans mean for creators

For creators, short videos could serve as entry points to longer productions, while Explore and other recommendations could help audiences discover content they might not otherwise encounter.

Podcasters, comedians and interview-based creators could benefit from having shorter clips and complete videos connected within the same platform. Creators producing episodic content could also gain a dedicated space for organising their work if Series expands.

However, Instagram's plans remain at the testing stage, and the features may evolve as the company gathers feedback. As Mosseri suggests, Instagram wants to develop a stronger long-form video ecosystem by making longer productions easier to discover through the short videos (Reels) people already watch.

Inputs from TOI