Instagram Tests 90-Minute Video Feature to Challenge YouTube and TikTok

SAN FRANCISCO: Meta-owned Instagram has officially begun testing a new long-form video format titled “Features,” allowing users to upload videos up to 90 minutes in length. The surprise move represents a major strategic pivot aimed at directly competing with rival platforms YouTube and ByteDance’s TikTok for extended user watch time and creator loyalty.

The announcement was made jointly by Adam Mosseri, Head of Instagram, alongside Vice President Tessa Lyons. The introduction of 90-minute uploads marks a dramatic reversal for the platform, whose executive leadership had previously expressed skepticism regarding long-form content on an application historically built around photos and short-form Reels. Industry observers note that shifting consumer habits and creator demand for immersive storytelling prompted the strategic pivot, enabling podcasters, educators, and filmmakers to publish complete shows without redirecting audiences external sites.

Industry analysts view the move as an aggressive bid to retain top-tier digital talent and capture lucrative mid-roll advertising revenue currently dominated by Alphabet’s YouTube. As short-form media faces market saturation, global tech platforms are rapidly overlapping in feature sets—TikTok has progressively expanded its length limits, while YouTube continues to push its Shorts feed. For creators and media brands, Instagram’s longer format offers fresh monetization avenues, though questions remain over how recommendation algorithms will balance quick-bite posts alongside hour-long broadcasts.

The initial testing phase of the “Features” format is currently restricted to a select cohort of global creators and media organizations. Instagram leadership confirmed that initial user engagement, creator feedback, and system scalability during this trial will dictate monetization structures, interface updates, and the timeline for a full worldwide rollout.