Instagram spent years pushing creators toward shorter videos. Now, it’s testing videos up to 90 minutes long.
The platform is rolling out a new feature that could give creators a reason to keep their long-form content on Instagram instead of sending viewers to YouTube.
Instagram coach Brock Johnson shared the news yesterday, calling it “the biggest change to Instagram since the launch of Reels.”
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As to why this is happening, Johnson quoted Tessa Lyons, VP of Product at Instagram, who spoke on the value of Reels while also hinting long-form wasn’t far behind:
“Reels is going to be a core part of Instagram, but when you want to go deeper…you should be able to do that on Instagram.”
Here’s what we know so far, and what agents can do with it.
What’s Behind Instagram’s Long-Form Video Push
According to TechCrunch, Instagram is calling the new upload type ‘Features.’” Here’s a quick breakdown of the details from its coverage of the news:
- Horizontal videos up to 90 minutes long
- A test that started in Brazil and is expanding to a small group of users in the US
- A second test called “Clips as Reels,” which turns long videos into Reels that link to the full video
Instagram has tried long-form video before. According to Johnson, the platform ran IGTV from 2018 to 2021 before it removed the feature and the app.
Adam Mosseri, the head of Instagram, talked about that history in the announcement video, according to TechCrunch.
“For a long time, I have been against doing long-form video on Instagram”
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He told viewers this time, “We’re very committed to it long term.”
Johnson ties the move to Instagram’s smart TV app, which puts Reels on the TV screen. TechCrunch reports that with Features, viewers can save a long video on their phone and send it to the Instagram app on their TV.
Johnson says the bigger goal is to keep viewers on Instagram from the first clip to the last minute.
“Rather than watching a clip from a YouTube video on a Reel, then leaving Instagram to watch the full video, Instagram wants to be BOTH the short & long form content.”
How creators will get paid for long videos is an open question. A Meta spokesperson told TechCrunch it’s too early to share a long-term model.
How to Put Long-Form IG Video to Work in Q4 and Into 2027
Features gives you a home on Instagram for videos that need more room than a Reel. Here’s how to get ready as it rolls out.
Start with videos you’ve made.
If you post longer content on YouTube, those videos can live on Instagram, where your followers spend their time.
Good candidates include:
- Full listing tours
- Monthly market updates
- Neighborhood and community guides
Use Reels to send people to the full video.
Cut a short clip from a long video and post it as a Reel. Instagram’s “Clips as Reels” test is built around this idea, with each Reel linking to the full video it came from.
Film horizontal.
Features run sideways, the same as a TV screen. A home tour shot this way looks great when a couple watches it on the living room TV.
Plan a few long videos for Q4.
The end of the year gives you two natural topics:
- A year-end recap of your local market
- A 2027 outlook for buyers and sellers planning spring moves
Check your account for the upload option.
Features is in testing, so you might not see it today. If you build a small library of long videos now, you’ll be ready when it opens up.
Johnson closed his carousel by asking followers to share the post and spread the news. If your team posts on Instagram, send it their way so everyone can start planning long-form video for 2027.
