Instagram no longer wants to be limited to just short videos and Reels. The platform is working on options to allow for longer-form content, including the presentation of content in an episodic format. The company has begun testing horizontal (landscape) videos—lasting up to 90 minutes—with a select group of creators in the United States. Additionally, a feature called "Features" will allow users to transition from a short Reel to the full-length video it is derived from. Instagram is also experimenting with a "Series" feature, which will provide a dedicated space on a creator's profile for episodic Reels. Furthermore, there are plans to display live videos within the Reels tab.

How will 90-minute videos work on Instagram?
Instagram has initiated testing for several new features, including horizontal (landscape) videos that can run for up to 90 minutes. This initiative is primarily aimed at podcasters, comedians, and other creators who produce long-form content. Currently, this test is being conducted with a select group of creators in the U.S.

As part of this effort, Instagram is also testing a tool called "Features," which enables creators to link their short Reels to full-length videos. Typically, these short clips are three minutes or less in duration; after watching such a Reel, users can click a link to view the complete, associated video.

Instagram has already tested the "Features" tool with creators in Brazil and now plans to expand it to thousands of creators across the United States.

To ensure these videos reach users, Instagram will provide recommendations via its "Explore" page and other sections of the platform. This means users may be presented with videos from creators whose profiles they have not explicitly visited.

These new video features will be available on mobile devices, and Instagram is also working on bringing them to its TV app.

"Instagram for TV" was launched last year. It is available on Samsung, Fire TV, and Google TV. The app is now also being expanded to Apple TV in the United States.

According to Tessa Lyons, a better viewing experience for long-form horizontal videos can be achieved on larger, horizontal screens. The company anticipates that, over time, users will increasingly watch such content on larger displays.

Instagram is also testing another feature called "Series," which will allow creators to house their episodic Reels in a dedicated section on their profiles. This will make it easier for users to locate and watch individual episodes within a series.

This testing comes at a time when interest in "micro-dramas"—videos presented in an episodic format—is on the rise. In June, Instagram began engaging with micro-drama studios in Southeast Asia; the company is now also in discussions with individual creators who are experimenting with episodic content.

The company plans to roll out the "Series" feature for testing in additional countries over the coming months. It is expected to launch in the United States either late this year or early next year. Instagram has also begun testing the display of this feature on television screens.

Furthermore, Instagram is experimenting with other features, including the integration of live videos into the "Reels" tab, making them visible even to users who do not follow the respective creator.

This test is currently underway in Indonesia and Brazil, with plans to expand it to the United States next year. This could enable live videos to reach new audiences beyond a creator's existing follower base. However, this feature remains in the testing phase.

Experiments such as 90-minute videos, pathways from Reels to full-length content, and episodic series indicate that Instagram aims to strengthen the experience of watching long-form video. The platform is leveraging short clips to guide viewers toward full-length podcasts or other long-form content. The 'Series' feature could help distinguish episodic videos, while integrating live videos into the 'Reels' tab might open up ways to increase their reach. Currently, these features are in the testing phase, and the timelines for their rollout vary.

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