Instagram's New 90-Minute Videos: Are Reels Becoming Trailers for Long-Form Content?

Instagram is challenging the way we think about video content. But could its latest move also challenge YouTulbe?

For years, Instagram has encouraged creators and businesses to think shorter. Quick Reels, attention-grabbing hooks and bite-sized videos have shaped how brands communicate with their audiences.

Now, Instagram is experimenting with something very different: long-form videos of up to 90 minutes.

The platform is testing a new format called Features, designed to support longer horizontal videos, including podcasts, interviews, educational discussions and other in-depth content.

But the most interesting development isn't simply the video length.

Your next Instagram Reel could become a trailer for a much longer conversation.

For businesses, this could introduce new opportunities to connect short-form discovery with deeper audience engagement, all within the same platform.

What Is Instagram's New Long-Form Video Feature?

Instagram's new format, Features, is being introduced through a limited test with select creators in the United States and Brazil, with rollout activity beginning in October 2026.

The format is designed to support a more connected viewing experience through several capabilities:

Videos up to 90 minutes: Horizontal, widescreen videos suitable for podcasts, interviews, tutorials and extended discussions.

Linked Reels: Creators can connect shorter Reels to full-length videos, allowing interested viewers to select "Watch Full Video" and continue watching within Instagram.

TV viewing: Instagram is exploring longer viewing experiences through its TV app, with support planned or being introduced across compatible connected-TV platforms.

Content discovery: Features is designed to appear in Instagram's main feed and Explore experience, giving longer videos opportunities to be discovered alongside other content.

The format remains in limited testing, and Instagram has not confirmed a date for worldwide availability.

While its future reach and adoption remain uncertain, the direction is worth watching.

From Reels to Full-Length Videos: What Changes?

Imagine watching a 30-second Reel featuring an interesting moment from a business podcast.

Instead of searching for the complete episode on another platform, you tap "Watch Full Video" and continue watching the conversation directly on Instagram.

That is the experience Instagram is exploring.

For businesses and content creators, this could introduce a different approach to video planning.

Rather than treating each Reel as a standalone piece of content, businesses could use short clips to introduce topics, highlight valuable moments and encourage audiences to explore longer discussions.

Short videos capture curiosity. Longer videos provide room to explore it.

This doesn't mean every Reel needs a full-length version. It means businesses may have another way to connect content formats when a subject deserves more attention.

Why Is Instagram Returning to Long-Form Video?

Instagram has explored longer video formats before.

In 2018, the platform introduced IGTV, a dedicated long-form video experience that was eventually discontinued.

So why revisit the idea?

One possible explanation is that audience behaviour is more complex than the assumption that everyone prefers shorter videos.

People may enjoy quick entertainment while also spending significant time watching podcasts, interviews, educational content and detailed conversations.

The difference often comes down to relevance and value.

A viewer might scroll past a 60-second video that offers little interest but willingly watch a 45-minute interview about a subject they care about.

Instagram's latest experiment appears to recognise that short-form and long-form content can serve different purposes rather than compete for the same attention.

For businesses, this raises an important question:

Are we spending too much time trying to make content shorter instead of making it more valuable?

What Could Instagram's 90-Minute Videos Mean for Businesses?

The potential opportunity extends beyond publishing longer videos. It lies in how businesses can connect different types of content to support their marketing objectives.

1. Turn Short-Form Videos Into Discovery Opportunities

Reels can introduce a brand, highlight a challenge or present an interesting idea in seconds.

With linked long-form content, a short Reel could become the starting point for a more detailed experience.

For example, a technology company could share a 30-second clip explaining a common mistake businesses make when choosing software.

Interested viewers could then watch a longer discussion exploring the problem, possible solutions and practical considerations.

The short video attracts interest, while the longer conversation provides additional context.

2. Build Trust Through More Meaningful Conversations

Not every business decision happens after a quick social media interaction.

In industries such as healthcare, finance, education, technology and professional services, potential customers often need detailed information before making a decision.

Longer videos could give businesses more space to share expertise, answer common questions and introduce the people behind their services.

A healthcare provider, for example, could use a short Reel to highlight an important preventive health question, then direct interested viewers to a longer expert-led discussion.

The objective isn't to make the video longer simply because the platform allows it.

It's to provide information that helps audiences make more informed decisions.

3. Get More Value From Existing Content

Businesses already invest time in webinars, interviews, podcasts, presentations and educational sessions.

Yet valuable content is sometimes published once and rarely revisited.

A connected video strategy could help businesses make better use of these resources.

Consider a 30-minute interview with a company CEO about common business growth challenges.

That single conversation could support:

• Several short Reels highlighting individual insights.
• A full-length video covering the complete discussion.
• A website blog exploring the main lessons.
• LinkedIn posts encouraging professional conversations.
• Email newsletters directing readers to relevant resources.

One valuable conversation. Multiple content opportunities. A more connected audience experience.

The goal is not simply to publish more content, but to maximise the value of what businesses already create.

4. Connect Content With the Customer Journey

One of the biggest challenges in digital marketing is turning initial attention into meaningful engagement.

A potential customer may discover a business through a Reel but need more information before considering its services.

Longer content can help address that gap.

For example, a short video introduces a business challenge. A longer discussion explores potential solutions. A supporting website page provides additional details, and a relevant call to action offers the viewer a way to learn more or make an enquiry.

This creates a more connected experience, where each piece of content serves a purpose.

However, businesses should remember that longer viewing times do not automatically translate into more customers.

The real value depends on the relevance of the content, the audience's needs and how effectively the experience supports business objectives.

What Should Businesses Do Before this Feature Becomes Widely Available?

Instagram's new format is still being tested, so businesses do not need to rush into producing 90-minute videos.

Instead, this is an opportunity to review how existing content is planned, created and distributed.

Start with these five steps:

1. 1. Review your existing content library.

   Identify interviews, webinars, podcasts and educational videos that could be repurposed into shorter clips or connected to more detailed resources.

2. 2. Understand what your audience wants to know.

   Look at frequently asked questions, customer conversations and topics that generate meaningful engagement. These can help identify subjects worth exploring in greater depth.

3. 3. Experiment with short-to-long content journeys.

   Even before Features becomes widely available, businesses can test this approach by using short videos to introduce longer content hosted on their websites or other suitable platforms.

4. 4. Measure more than views and likes.

   Pay attention to meaningful indicators such as viewing time, audience retention, website visits, enquiries and other actions aligned with business goals.

5. 5. Follow the rollout without depending on it.

   Features is still an experiment. Businesses should monitor its development while continuing to invest in content formats and channels that already support their objectives.

The key is to prepare strategically rather than react to every platform update.

Should Every Business Start Creating 90-Minute Videos?

Not necessarily.

A longer video isn't automatically a better video.

A useful five-minute explanation can be more effective than an hour-long discussion without a clear purpose.

Before choosing a format, businesses should consider three questions:

Who is the content for? Understand the audience's interests, challenges and expectations.

What value does it provide? Make sure the content answers a question, explains an idea or offers a useful perspective.

What should happen next? Decide whether the objective is awareness, education, engagement or encouraging a potential customer to take action.

Video length should follow the purpose of the content, not the other way around.

Wisoft's Perspective: Don't Chase the Format. Build the Strategy.

Instagram's latest experiment highlights a broader reality of digital marketing: platforms will continue to evolve, and businesses will constantly encounter new formats, features and opportunities.

But successful digital marketing isn't about adopting every trend.

It's about understanding which developments are relevant to your audience and how they fit into your business objectives.

At Wisoft Solutions, we believe content should work as part of a connected digital strategy, bringing together social media, websites, digital marketing and customer engagement.

Short videos can attract attention. Longer videos can create opportunities to build trust. And a well-planned digital experience can help turn that interest into meaningful business opportunities.

Whether Instagram's Features becomes a widely adopted format or remains a limited experiment, the underlying lesson is valuable.

Businesses should focus less on how long their content is and more on why their audience would want to watch it.

Because the goal isn't simply to keep people watching. It's to give them a reason to connect with your business.

Is Your Digital Content Strategy Ready for What's Next?

From social media marketing and content planning to website development and digital growth strategies, Wisoft Solutions helps businesses connect their digital activities with meaningful business objectives.

Whether you're exploring new content formats or looking to strengthen your existing digital presence, the right strategy starts with understanding your audience and identifying opportunities that support your goals.

Ready to turn digital opportunities into real business growth? Let's make it happen