Washington:Instagram is testing a new long-form video format, allowing creators to upload horizontal videos up to 90 minutes in length. This marks a strategic expansion beyond the platform's short-form video focus, aiming to keep audiences engaged with longer content.

According to Qatar News Agency, the format, called "Features", targets podcasters, comedians, and other creators producing full-length programs and shows. Instagram head Adam Mosseri announced the test in a video featuring Tessa Lyons, the platform's vice president of product.

The test is currently underway with a limited group of creators in Brazil and is expanding to selected creators in the United States. The company plans to widen the trial to tens of thousands of creators in the United States and other markets. Features will complement Instagram’s short-form, vertical Reels rather than replace them. Creators will have the ability to link Reels to full-length videos, enabling viewers to move directly from a clip to the complete program. Additionally, Instagram is testing tools to help creators turn segments of longer videos into Reels.

The longer videos are expected to appear in users' feeds, on the Explore page, and on Instagram's TV app, extending the format beyond mobile viewing. The platform is also testing a feature that allows creators to group related Reels into episodic series. This move positions Instagram in more direct competition with YouTube for audiences watching podcasts, comedy specials, and other creator-led programs, building on the company's broader push to expand video viewing on television screens.