Strategic Overview: Instagram 90-Minute Long-Form Video
- The Big Update: Instagram is testing native 90-minute horizontal videos under a new format called Features.
- Seamless Discovery: Viewers can jump straight from a quick 60-second Reel into your full episode without leaving the app.
- Living Room Viewing: Content is expanding directly to smart TV apps (Samsung, Fire TV, Google TV).
- Algorithm Rewards: Longer watch times boost your account’s authority and feed distribution.
- Execution Guide: Step-by-step publishing instructions and strategic tips for creators and businesses.
The Shift from "Link in Bio" to Native Streaming
For years, the standard strategy for creators, podcasters, and digital marketers was pretty straightforward:
- build an audience on Instagram using quick,
- catchy 60-second Reels, drop a “link in bio,”
- and send those viewers over to YouTube or podcast apps to watch the full episode.
In short, creators used Instagram for discovery, but had to send people elsewhere for long-form content.
Instagram's Huge Move Toward Long-Form Content
Now, Instagram is making a huge move to keep those viewers right where they are.
In a major strategic shift, Instagram tests 90-minute horizontal videos through a brand-new format called Features.
This update transforms Instagram from a quick mobile scroll feed into a complete video ecosystem.
It bridges the gap between fast mobile discovery and comfortable, long-form viewing on the big screen.
Let’s walk through everything you need to know about this new tool, where it is available, and how your business can get ahead of the curve!
What Is the New Instagram Features Video Format?
As Meta expands its video offerings, Instagram launches long-form videos designed to live natively right alongside your favorite vertical Reels.
Under the Instagram new video format Features, select accounts can now upload horizontal videos up to 90 minutes long in Instagram.
Unlike IGTV (Instagram’s 2018 experiment that lived in a separate app before being phased out), Features is built directly into the main Instagram experience.
Here are the key mechanics of this new Instagram Features video format:
- Long-Form Horizontal Video: Creators can publish long form horizontal videos up to 90 minutes directly to their main grid and Explore tab.
- Direct Reels Linking: Through a tool called “Clips as Reels,” creators can link short teaser Reels straight to the full video with a single tap. Viewers never have to hunt for a link in bio again.
- Explore Tab Dominance: Long-form videos take up two grid spaces on the Explore page, giving widescreen content immediate visual pop.
Where Is Features Currently Available?
If you don’t see the feature on your app just yet, don’t worry! Meta is taking a phased testing approach before rolling it out to everyone worldwide.
The initial testing for Features began with a select group of creators in Brazil.
It has now officially expanded into a creator test in the United States, with plans to open up access to tens of thousands of US creators soon.
At the same time, Meta is testing related episodic and live video features in countries like India, Mexico, and Indonesia, laying the groundwork for a broader global release.
The Living Room Pivot: Taking Over Connected TV
A huge reason behind this update is Meta’s push into living rooms. YouTube has dominated smart TVs for years, and Instagram wants a seat on the couch, too.
The expanded video feature is available in TV app on Samsung, Fire TV, Google TV, with Apple TV support expanding in the US.
Instagram is even testing second-screen features that let you use your phone as a remote, save a long video while scrolling on mobile, and seamlessly pick up right where you left off on your living room TV screen.
A Major Play for Podcasters and Creators
This shift is a major play for podcasters and creators who have always lost viewers when trying to send them to outside websites.
This new format is aimed at podcasters, comedians, and other longform creators, with the ability to refer viewers to the full video from the shortform reels on the platform, which are typically around three minutes or less.
What Platform Leaders Are Saying
Head of Instagram Adam Mosseri openly shared how his perspective on long-form video evolved:
“For a long time, I have been against doing long-form videos on Instagram… Connecting friends is an adjacent thing to short-form video. Short-form video is an adjacent thing to long-form video… But we want to be the most culturally relevant platform, and to do that, we need to show up where people are.”
— Adam Mosseri, Head of Instagram
Tessa Lyons, VP of Product at Instagram, pointed out how our viewing habits are changing:
“We think the best viewing experience for long-form horizontal content is on a big, horizontal screen, and so I think that is where we will expect a lot of the deep consumption to happen over time… People might discover a long-form video that they love by seeing a Reel.”
— Tessa Lyons, VP of Product at Instagram
How Features Impacts the Instagram Algorithm
Adding 90-minute horizontal videos creates some exciting changes in how Instagram ranks and recommends content across the feed.
Dwell Time Takes Center Stage:
When a viewer sits down and watches 15, 30, or 45 minutes of your content, it sends a massive quality signal to Meta’s algorithms.
High watch time tells the platform that your profile offers real value, which can help boost the reach of your shorter Reels, too.
Cross-Format Signals:
The algorithm loves accounts that keep users engaged across multiple formats.
Watching a quick Reel and clicking straight through to your 90-minute video shows deep viewer interest.
Smarter Ad Retargeting:
If you run Meta ads, longer watch times mean warmer leads.
Someone who watches 20 minutes of your masterclass or product breakdown is much more likely to convert than someone who briefly skimmed a 5-second video.
Step-by-Step: How to Create a Long Video in Features
When Features becomes available on your account, publishing your first long-form video is simple.
Here is the step-by-step process:
Format Your Footage:
Film or edit your main video in a standard 16:9 horizontal format.
Make sure your resolution is clean (1080p or 4K) and your audio is clear, since good sound keeps people watching longer.
Upload Your Video:
Open Instagram, tap the + create button, and select Features (or select the horizontal long-form option in your publishing tools).
Upload your video file (up to 90 minutes).
Add Titles and Descriptions:
Write a clear title under 60 characters that tells viewers what problem your video solves.
In the description, add timestamped chapters and helpful keywords so people can easily navigate your content.
Link Your Short Teaser Reel:
Cut a 30-to-60-second highlight clip from your video and post it as a standard Reel.
Use the Link to Full Video tool on the Reel setup screen to attach your 90-minute Features post.
Now viewers can jump straight into the full story with one click!
How Businesses and Marketers Can Capitalize on 90-Minute Videos
Here is how you can turn Instagram 90-minute videos into a direct growth engine:
- Build a Smooth In-App Funnel: Use short Reels to grab attention with a fun hook or interesting question. Then, direct viewers into your 90-minute horizontal video where you deliver deep value, masterclasses, or client case studies.
- Showcase B2B Thought Leadership: If your business sells high-trust services, hosting full keynotes, client interviews, or product demos right inside Instagram builds incredible credibility.
- Scale Content Effortlessly with Expresso Company: Managing a full video pipeline takes real effort. You have to edit 90-minute widescreen files, create short teaser Reels, write captions, design thumbnails, and respond to comments.
Scale Your Video Pipeline with Expresso Company
Managing a full video pipeline takes real effort.
You have to edit 90-minute widescreen files, create short teaser Reels, write captions, design thumbnails, and respond to comments.
That is where Expresso Company makes life easy!
We connect your business with dedicated, skilled virtual assistants who take care of your entire video pipeline:
- Professional Video Editing: We crop raw footage, build vertical Reels, edit widescreen master files, and add clear captions.
- Complete Channel Management: Our team researches keywords, designs custom thumbnails, sets up chapter timestamps, and schedules your posts.
- Community Engagement: We monitor your comments, answer follower questions, and help build authentic relationships with your audience.
Transform Your Video Strategy with Expresso Company
Instagram’s push into 90-minute horizontal videos opens up a fresh, exciting way for businesses to build genuine connection and authority.
By pairing fun, engaging Reels with deep-dive Features episodes, you can meet your audience wherever they are, from mobile phones to living room TVs.
You don’t have to tackle video editing, channel optimization, and posting schedules alone. Let Expresso Company handle the technical details so you can focus on running your business.
Our digital marketing team brings the marketing knowledge and editing skills needed to keep your content running smoothly.
Ready to level up your Instagram strategy and free up your calendar?
Click here to schedule a call with Expresso Company today to see how our virtual assistant solutions can help your business thrive!
Frequently Asked Questions
How is Features different from the old IGTV format?
IGTV was launched in 2018 as a separate, standalone app that felt clunky and disconnected from the main feed. Features lives directly inside the regular Instagram app and connects natively with Reels, making it easy for viewers to move between short clips and long videos.
Will Instagram pay creators directly for long-form videos like YouTube does?
Monetization for Features is still in its early testing stages. While YouTube uses an established AdSense revenue-sharing system, Meta is testing creator bonus programs, partnership tools, and BrandLink video ad placements. For businesses, the primary win comes from building deep trust and capturing direct sales leads!
Will posting long videos hurt my profile if my followers prefer quick Reels?
Not at all! Because long Features videos are linked through short Reels, casual scrollers can keep enjoying your quick clips. Only viewers who want to learn more will click through to watch the full episode, giving you the best of both worlds.
Can every account upload 90-minute videos right now?
Right now, Meta is testing Features with select creators in Brazil and the United States before expanding access globally. Preparing your video production strategy now ensures your business is ready to jump on the feature as soon as it opens up to your account!