Instagram 90-minute videos are now in testing. The new format is called Features and it lets selected creators post horizontal videos of up to 90 minutes. It suits podcasters and comedians who already make full episodes.
The catch is money. Instagram does not share ad revenue on Features yet. For now creators have to earn through brand deals and fans and other Instagram programs.
This guide explains how the format works and what it could pay. It also compares Instagram with YouTube so you can decide where your long videos should live. Everything here follows the announcement made on October 26 2026 and the early reports that came after it.
What Is Instagram’s 90-Minute Video Feature?
Features is Instagram’s new long form horizontal video format. Instagram head Adam Mosseri and product VP Tessa Lyons announced the test in a short video on Instagram.
So how long can Instagram videos be now? In the Features test they can run up to 90 minutes. Here is what we know:
- Length: up to 90 minutes
- Layout: horizontal instead of vertical
- Where it shows: the main feed and the Explore page
- Who gets it: a small group of creators in Brazil and the US
Instagram has tried long video before. It launched IGTV in 2018 as a separate app. It never gained traction and Instagram shut it down in 2022. Features is different because it sits inside the main app and connects to Reels.
How Do Instagram’s 90-Minute Videos Work?
The idea is simple. A short clip pulls viewers in and the full episode keeps them watching. Here is the flow:
- A creator uploads a horizontal video of up to 90 minutes.
- Instagram shows it in the feed and on the Explore page.
- The creator posts a short clip as a Reel that links to the full Feature.
- A viewer taps the link and watches the whole episode.
Instagram also plans to let creators group related Reels into a Series on their profile. That helps with episodic content like weekly shows or interview runs.
Mosseri described short and long videos as symbiotic. A person who watches three funny clips from a comedy special may want the full show on the TV later.
Background playback is not available yet. Mosseri said it could come in the future.
Good titles and clear descriptions matter more on long videos. An AI content improver can help you tighten episode titles and captions before you post.
Is it available to everyone? No. Right now only a few creators can post Features and some of them have individual deals with Meta.
Why Is Instagram Pushing Long-Form Video Now?
Instagram has three clear reasons.
- YouTube owns long video. Podcasts and interviews and full shows still live there. Instagram wants those viewers to stay in its app.
- TV is growing. Instagram for TV launched on Amazon Fire TV in the US in December 2025. It later reached Google TV and Samsung. A TV app needs more than 30 second clips.
- Mosseri changed his view. He used to worry that long video would cut the time people spend sharing with friends. He now says Instagram has to show up where people are.
Meta says it is very committed to long video over the long term. It also admits this will take time to get right.
Can Creators Monetize 90-Minute Instagram Videos?
Not directly yet. This is the part most creators care about so here is the plain answer.
- No ad revenue share: Instagram does not plan to share ad income from Features for now. It left room to change that later.
- No long term model: Meta says it is too early to share how creators will be paid over time.
- Possible income sources: brands and fans and Instagram itself. Performance based incentives are one option.
- Direct funding: a few early creators have individual deals with Meta. That is funding creators directly but it is not open to everyone.
In theory these sources can stack. A creator could get a Meta deal and sell sponsor reads and earn from fans at the same time. These compounding monetization opportunities are still an idea and not a program you can join today.
Early signs also suggest creators can keep their current brand deals. They do not appear to be locked into Instagram only. Check your own agreement before you rely on that.
The takeaway: treat Features as a reach tool right now. Do not plan your income around it yet.
Instagram vs YouTube: Who Pays Creators for Long-Form Video?
YouTube pays today. Instagram does not pay on Features yet. That is the main gap for Instagram vs YouTube.
| Factor | Instagram Features | YouTube |
|---|---|---|
| Ad revenue share | None yet | 55% of ad revenue for long videos through the YouTube Partner Program |
| Access | Small test in Brazil and the US | Open to creators who meet Partner Program rules |
| Discovery | Feed and Explore and linked Reels | Search and recommendations and subscriptions |
| TV reach | Instagram for TV on Fire TV and Google TV plus Samsung and Apple TV | Long established TV app |
| Payment model | Not announced | Published and stable |
So which pays more? YouTube wins on direct pay. Instagram wins on a built in audience if you already have followers there.
A practical example: a podcaster publishes the full episode on YouTube for ad income. The same podcaster posts three clips on Instagram and links to the Feature. Instagram brings new listeners and YouTube pays the bills.
Instagram’s Apple TV App and What It Means for Watch Time
Can you watch Instagram on Apple TV? Meta says the Instagram for TV app is now on Apple TV in the US. Some early reports said it was still coming soon so check your region.
This matters for watch time. People sit longer in front of a TV than they scroll on a phone. A 90 minute episode fits that habit far better than a 30 second clip.
The TV app will prioritize Features. That gives long videos a place to reach TV watch time that vertical Reels cannot match. Horizontal video also fills the TV screen the way people expect.
Better discoverability still starts with good planning. Our guide to the best AI tools for SEO and blogging can help you research topics and keywords for your episodes.
Other Ways Creators Can Earn From Long Videos on Instagram
You do not have to wait for an ad program. Long videos give you more room to earn in other ways.
- Brand deals and branded content: a long episode has space for a sponsor read. Brands often pay more for a longer integration than for a quick mention.
- Subscriptions: offer paid content for your most loyal fans.
- Gifts: viewers can send gifts on Reels and during Instagram Live.
- Bonus programs: Instagram runs invite only bonuses that change often. Check your Professional Dashboard.
- Affiliate links: recommend tools and products in the episode and add tracked links in the description. Our guide to the best affiliate tracking software shows how to track those sales.
- Your own products: use the episode to sell a course or a template or a service.
The more you mix these the less you depend on any single platform.
Should Creators Start Posting Long-Form Videos on Instagram?
It depends on what you already make.
Start now if:
- You already record podcasts or vlogs or interviews.
- You have an audience on Instagram and want to grow it.
- You can reuse episodes you already have.
Wait if:
- You only make short vertical videos.
- You need ad income right away.
- You do not have the time to edit long videos and short clips.
If you are ready here is a simple plan:
- Check whether Features appears in your account.
- Pick one existing episode to test.
- Cut three short clips and post them as Reels.
- Design a clear cover. A tool like Canva works well and our Canva review covers the free and Pro plans.
- Track watch time and follows from each clip for two weeks.
The cost is mostly your editing time. The return is reach and brand interest and a head start on a format Instagram says it will keep building.
In short: Instagram 90-minute videos are worth testing for creators with long content. They are not yet a reliable income source. Keep your YouTube channel for ad pay and use Instagram for reach until Meta shares a payment model.
Frequently Asked Questions
How long do Instagram videos need to be to be monetized?
There is no set video length that unlocks pay on Instagram. Features do not pay ad revenue yet so length alone earns nothing. Brand deals depend on your audience and engagement and not on how long your video runs.
How hard is it to monetize Instagram?
It takes steady effort. Brand deals and subscriptions are open to many creators but bonus programs are invite only. Most creators earn first from sponsors and affiliate links and then add other income later.
What is the 80/20 rule in Instagram?
It is a common content guideline. About 80 percent of your posts should help or entertain your audience. Only about 20 percent should promote your products or services.
What kind of content works best on Instagram?
Short Reels and carousels and Stories still drive most reach. For long videos podcasts and interviews and comedy shows are the best fit for Features. Clear storytelling and a strong first few seconds help every format.
