Instagram is testing 90-minute videos. Should your brand care yet?
Instagram is testing horizontal videos up to 90 minutes long, called Features, with selected creators in Brazil and the US, and it is paying some of them to post. It has also arrived on Apple TV and brought its Edits app to Mac.
Instagram built its name on photos and then on short Reels. Now it is testing something much longer. Features are horizontal videos of up to 90 minutes, and from 26 October 2026 a limited test reached selected creators in the US after starting in Brazil, TechCrunch and Social Media Today reported.
What is being tested
- Features: long horizontal videos, up to 90 minutes, posted by a small group of creators.
- Clips as Reels: creators can link up to eight Reels to one long video, so short clips lead viewers to the full piece.
- Long videos at the top of Explore for some users, based on screenshots Social Media Today reported on 4 November.
Tessa Lyons, Instagram's vice president of product, told TheWrap that creativity is about more than short video, posts and carousels. A Meta spokesperson told TechCrunch it was too early to share a long-term plan for making money from it.
Instagram is paying for it
Business Insider reported on 29 October that Instagram has offered some creators between 50,000 and 500,000 US dollars to post Features. Meta confirmed it is funding Features content directly with some creators, and Adam Mosseri wrote on Threads that the economics matter a lot.
Instagram on the big screen
Also from 26 October, Instagram is available on Apple TV in the US. You can use your phone as a remote, see what friends are watching in a Friends tab, and save Series and Features to watch later on the TV. Series, which groups Reels into episodes, has been in testing since June.
Edits on a computer
Meta's Edits video app launched for Mac on 5 November, Social Media Today reported. It offers 4K export without a watermark, a timeline with several tracks, colour grading, custom LUTs and fonts. Meta says Edits has more than 50 million users.
Should your brand care yet?
Features is a test in Brazil and the US, and we found nothing about the UAE or Saudi Arabia. There is no reason to change your plans this month. It is worth thinking ahead, though:
- Shoot horizontally when you film events, talks, tours and behind-the-scenes days, so the footage can become a long video later.
- Plan long pieces with short moments inside them. Those moments become the Reels that send people to the full video.
- If you already make a podcast or a YouTube series, you have the kind of material Features is built for.
- Try Edits on Mac for quick cuts. It keeps the whole job inside Meta's tools.
Thinking about a video series for your brand? ALXO can plan it, film it and cut it for every platform. Get in touch.
