Instagram Features: the new long-form video, explained
On 26 October 2026 Instagram started testing Features, horizontal videos up to 90 minutes. What a Feature looks like in the app and on the TV, who has it, what it pays, and how to post a long video until you get it.
Marián Cabadaj
6 min read
Instagram Features is the new Instagram long form video: horizontal, and up to 90 minutes long. Instagram started the test on Monday, 26 October 2026, with selected creators in the US, after a first test in Brazil (TechCrunch, 26 October 2026).
Most people will not see the upload option yet. Until they do, their longest options are a 20-minute Reel and a Live of up to 4 hours.
What is Instagram Features, the Instagram long form video?
Features is Instagram's long-form video. A Feature plays wide, like a YouTube video, inside the Instagram app and in the Instagram app on the TV. Instagram head Adam Mosseri and VP of Product Tessa Lyons announced it in a video.
Instagram aims Features at podcasters, comedians and other creators who already make long shows (Mediaweek, 26 October 2026). It plans to grow the US test to tens of thousands of creators.
For Mosseri this is a change of mind. "For a long time, I have been against doing long-form video on Instagram," he said, because short Reels get more shares and DMs. Lyons pushed for the test. "Reels is still going to be a core part of Instagram. But when you want to go deeper with the creators you love and the content that they're creating, you should be able to do that on Instagram," she said (both quoted by TechCrunch).
Is Features the same as IGTV?
No. IGTV launched in 2018 as a separate app with uploads of up to an hour, and Meta shut the separate app down in 2022. IGTV started as vertical video in its own tab. A Feature is horizontal, and it shows up where people already watch: in the feed, in Explore, and on the TV. Short Reels also link to it.
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Add as preferred sourceWhat does a Feature look like?
Instagram showed four places in its own pictures of the test.
The horizontal player
A Feature opens full width in the app, with a progress bar, 15-second skip buttons and a button to cast it to a TV. In Instagram's example the video is 18 minutes 41 seconds long. That is close to the 20-minute Reel limit, so length is not what sets a Feature apart. The player is horizontal and has controls built for long viewing.
Clips in Reels that lead to the full video
A second test, "Clips as Reels", lets a creator cut short Reels out of a Feature. Each clip carries a "Watch full video" button that opens the long video. This means many viewers will meet a Feature first as a short clip in their Reels.
A wide tile in Explore
In Explore a Feature shows as one wide tile between the square ones. Mediaweek reports that Features also appear in the main feed.
On the TV
Viewers can save a Feature and send it to the Instagram app on their TV. The TV app runs on Amazon Fire TV, Google TV and Samsung TVs in the US (Instagram, 22 June 2026). It has rows such as "Keep watching" and "Watch in widescreen". Mosseri said the TV side "is going to take some time to get right".
What else did Instagram announce with Features?
Two smaller changes came with it:
- Episodic Reels. A Reel can carry a series name and an episode number, for example "Front Row Nights, Episode 2". A hub on the creator's profile collects the episodes.
- Live in Reels. Instagram is working on better discovery for Live. Its picture shows a Live in the Reels feed, with a "Watch Live" button and the number of people watching now.
Who has Features, and when do I get it?
Only creators in the test. There is no sign-up, and Instagram gave no date for everyone. GSMArena reports a launch for all US users by the end of 2026 or early 2027. Instagram has not confirmed that. Outside the US and Brazil, no one has a date.
Does Instagram pay creators for Features?
Not yet. Instagram does not share ad revenue from Features. YouTube gives its partners 55% of the ad revenue from their videos. A Meta spokesperson told TechCrunch: "It's too early to share a long-term monetization model, but we're exploring ways for creators to earn from brands, fans, and Instagram, including performance-based incentives."
Lyons said creators can bring their existing brand deals to Features (Adgully, 27 October 2026). The videos are not exclusive, so a creator can post the same episode on YouTube (Mediaweek).
For a brand this means two things today:
- Sponsorship works now. A creator in the test can carry your brand deal into a 40-minute episode on Instagram, and the same episode can also run on YouTube.
- Ads in Features do not exist yet. Meta sells no ad slot inside a Feature. Your paid budget still goes to Reels, Stories and the feed.
How do I post a long video on Instagram until I have Features?
Use the format that fits the length:
| Format | Longest video | Shown to new people? |
|---|---|---|
| Reel, from the app | 20 minutes | Only Reels up to 3 minutes (Instagram Help Center) |
| Reel, from a scheduling tool | 15 minutes, 300 MB (Meta for Developers) | Only Reels up to 3 minutes |
| Story | 60 seconds per Story, a longer video goes up as several Stories | No, followers only |
| Live | 4 hours | Through the replay |
The 3-minute line is the one that matters. A 20-minute Reel plays for your followers, but Instagram does not recommend it to new audiences. For reach, post a clip of up to 3 minutes and put the link to the full video in your bio. That is what "Clips as Reels" will do for you once you have Features.
Some guides still say Instagram takes 60-minute uploads. That was IGTV. For Story ads, Meta's Ads Guide also lists up to 60 minutes, but it splits them into cards (see Instagram Story ad video length).
Where does Selzee fit?
A Feature builds trust with people who watch for 20 minutes. It does not sell by itself, and Instagram pays nothing for the views yet. The sale still happens in short paid ads.
Selzee is an AI ad generator. It recreates the ads that are winning on Meta right now for your brand, with new ones every day. It makes static ads, not videos. Take the line from your long video that got the most comments, and test it as the headline of a static ad. For the short clips around your video, the free video script generator writes the scripts.
FAQ
What is Instagram Features, the Instagram long form video?
Features is Instagram's new long form video: horizontal videos up to 90 minutes, in the app and in the TV app. Instagram started testing it with selected US creators on 26 October 2026. Start free with Selzee to make the static ads around your videos.
Can you post long form videos on Instagram?
Yes. Every account can post a Reel of up to 20 minutes and go Live for up to 4 hours. Features goes up to 90 minutes, but only creators in the test have it. Try Selzee free for the ads that run next to your Reels.
How long can a video be on Instagram?
20 minutes for a Reel from the app, 15 minutes from a scheduling tool, 60 seconds per Story, 4 hours for Live, and 90 minutes for a Feature in the test. Instagram recommends only Reels of up to 3 minutes to new people. Start free with Selzee and test your best lines as ads.
Why can't I see Features on my Instagram?
Because it is a small test with selected US creators, and there is no sign-up. GSMArena reports a launch for all US users by the end of 2026 or early 2027. Instagram has not confirmed a date. Selzee is free to try while you wait.
Does Instagram pay for Features?
Not yet. Instagram shares no ad revenue from Features, and Meta said it is too early to share a monetization model. Creators earn through brand deals, and the videos can also run on YouTube. Start free with Selzee for the paid side.