Instagram, long synonymous with short-form video, is preparing to change course. Meta's photo and video platform has confirmed it is working on a new format called "Features" that will allow uploads of up to 90 minutes — a move that puts it squarely in YouTube's long-form territory.

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Adam Mosseri's reservation: user engagement

Instagram chief Adam Mosseri has long been openly wary of long-form video. Speaking alongside product vice president Tessa Lyons in a 6.5-minute widescreen announcement video, Mosseri explained the source of his hesitation: when a user watches one long video, the number of Reels, photos and multi-post carousels they can share shrinks — which can drag down interactions like likes and shares.

To solve this, the team aims to build a mutually reinforcing, "symbiotic" structure between short and long formats. Podcast recordings and stand-up performances are among the examples cited. Creators will be able to publish the same content both as standalone Reels clips and as a single, full-length version.

TV apps already laid the groundwork

Steps had already been taken on the big screen. Instagram arrived on Android TVs, then Samsung TVs, and last weekend on Apple TV. With the new feature, users will be able to watch videos of up to 90 minutes on their televisions, much as they do on YouTube.

Reels clips will funnel viewers to long videos

Part of the new package is a "Clips as Reels" feature. Creators will be able to cut Reels clips directly from their uploaded long videos, with those clips serving as a bridge that draws viewers to the main video.

The long-video format had been in testing in Brazil; as of yesterday, trials also began with a small group of users in the US. No timeline has been announced for a broader rollout.