Instagram Tests 90-Minute Horizontal Videos to Challenge YouTube

Instagram is reportedly testing a new feature that would allow selected creators to upload videos up to 90 minutes long, moving beyond its traditional short-form Reels format. According to the company, these extended videos will feature a horizontal format similar to televisions and YouTube, rather than the familiar vertical mobile layout.

Head of Instagram Adam Mosseri and Tessa Lyons, the company's vice president of product, detailed the ongoing tests. The upcoming feature aims to accommodate podcasts, interviews, and comedy shows, allowing users to watch full-length content directly on the application without needing to switch to external platforms.

The initiative addresses a common user behavior where individuals discover short clips of a podcast or interview on Reels but must visit competitors like YouTube to watch the complete conversation. By bridging short and long-form media, Instagram hopes to keep audiences engaged within its own ecosystem for longer periods.

In addition to standard uploads, the platform is testing an option tentatively called "Clips as Reels." This tool enables creators to attach up to eight short teaser clips to their longer videos, offering viewers an easy pathway to transition from viral highlights to full episodes.

Instagram is also experimenting with a "Series" function designed to help creators organize related episodes and videos in a single place. Furthermore, the company is testing the integration of live videos into the Reels tab for users who do not follow the specific creator, potentially expanding audience reach.

While testing has previously occurred in Brazil and is currently underway with select creators in the United States, official launch dates for broader availability and a rollout in India have not yet been announced by the company.