Instagram tests horizontal video uploads of up to 90 minutes

Instagram Targets YouTube With Horizontal Ninety-Minute Video Tests

Instagram is officially moving to capture long-form video creators by launching tests for a new feature called Features, which supports horizontal video uploads of up to and including 90 minutes. As reported by Xataka, this product update marks a direct challenge to Google’s video platform after years of industry speculation regarding Meta’s long-term video ambitions.

The Tech TL;DR:

Instagram is testing 90-minute horizontal video uploads via a new feature called Features, targeting creators currently publishing on YouTube.
The rollout begins with select creators in the United States after preliminary tests in Brazil, backed by discovery tools like the Explore tab and “Clips as Reels.”
Meta is expanding its living room footprint, rolling out its television app to Apple TV following prior launches on Samsung, Fire TV, and Google TV.

The Evolution From Snapchat and TikTok to Long-Form Video

The platform’s playbook relies on adopting and scaling successful mechanics pioneered by rival applications. Meta first integrated ephemeral media via Stories following Snapchat’s model, and later deployed Reels to counter TikTok’s vertical video ecosystem. According to Xataka, the current objective is stopping creator churn while retaining users within the application through long-form productions. Tessa Lyons, head of product at Instagram, stated in an announcement video that short-form Reels will remain a core pillar, yet users should also be able to deepen engagement with creators without leaving the app.

Instagram

Rollout Mechanics and Distribution Channels for Features

Following initial trials in Brazil, the Features test expands to a selected cohort of creators in the United States, scaling toward tens of thousands of profiles as reported by The Hollywood Reporter and cited by Xataka Mexico. Discovery relies on algorithmic placement inside the Explore tab. To bridge vertical and horizontal workflows, the application includes a “Clips as Reels” utility, enabling creators to slice short vertical segments out of their extended horizontal files. Users can also save these long-form pieces to play back on television hardware.

curl -X POST https://graph.instagram.com/v18.0/me/media 
  -H "Authorization: Bearer EAA..." 
  -F "media_type=VIDEO" 
  -F "video_url=https://example.com/longform_90min.mp4" 
  -F "media_format=horizontal" 
  -F "caption=Full-length creator broadcast via Features API"

Internal Friction and Living Room Hardware Expansion

This long-form pivot brings notable internal friction. Adam Mosseri, CEO of Instagram, previously voiced opposition to prioritizing extended durations, citing risks to the peer-to-peer social interaction that underpins the network. A prior attempt at long-form video via IGTV failed. However, consumer consumption patterns shifted as streaming services like Netflix integrated creator podcasts and extended media into their core catalogs. Meta is positioning the living room television as a natural destination for this content. Following releases on Samsung, Fire TV, and Google TV, the Instagram app is now available on Apple TV, supported by companion features allowing smartphones to act as remote controls and a new profile section called Series designed for episodic Reels.