Instagram’s Features test targets YouTube’s podcast audience

Instagram has begun testing horizontal videos up to 90 minutes long with selected US creators. The move targets podcasters, comedians, and other long-form talent, putting the Meta-owned platform in more direct competition with YouTube for viewing time.

The format is called Features. It started rolling out on 26 October (US time) and had already been tested with creators in Brazil. Instagram plans to grow the US test to tens of thousands of creators. Features videos will appear in users’ main feeds and on the Explore page.

Creators can also link short Reels to the full-length video, so a viewer who comes across a clip can go straight to the complete episode. Reels typically run for about three minutes or less.

“What you’re now going to be able to do is, you see a clip of a podcast that you love,” said Tessa Lyons, Vice President of Product at Instagram, explaining that “creators are going to be able to link these Reels to their overall feature.”

The early participants include Skims co-founder and podcast host Emma Grede, beauty and fashion creator Monet McMichael, Preston Rakovsky, who interviews New Yorkers about love and relationships, and football content creator Donald De La Haye.

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Monetisation stays with brand deals

Instagram does not currently plan to share Features ad revenue with creators, but it has not ruled out changing that as the test expands. YouTube pays qualifying creators 55% of ad revenue.

Lyons said established creators can bring their existing brand and advertising agreements across to Features.

“For established creators who already have those relationships, they can bring that content with those placements,” she said. “And we also think that there’s a big opportunity for us to help creators who don’t yet have that infrastructure.”

Lyons said Instagram is working on “a few different deals” with early Features creators. Unlike some podcast deals Netflix has signed, the videos will not be exclusive to Instagram.

Instagram’s history with long-form video

The test reverses Instagram’s earlier approach. The platform launched IGTV, its standalone long-form video product, in 2018 and shut it down in 2022.

Instagram head Adam Mosseri had previously been reluctant to push into long-form video, worried it could reduce sharing, which is central to how the app works. In an interview with creators Colin and Samir, Mosseri said his view had changed and that Instagram needs to be where audiences are to stay culturally relevant.

Netflix, Disney, and other services are also adding podcasts and creator-led video in a wider contest for viewing hours.

TV screens and episodic Reels

Instagram’s TV app launched in 2025 on Amazon Fire TV, Google TV, and Samsung TVs, and is now expanding to Apple TV in the US.

“We think the best viewing experience for long-form horizontal content is on a big horizontal screen,” said Lyons, adding that “that is where we will expect a lot of the deep consumption to happen over time.”

Instagram is also expanding tests of Series, a section on creator profiles for episodic Reels. After approaching microdrama studios in Southeast Asia in June, the company plans to bring Series to the US in late 2026 or early 2027.

A separate test is adding live videos to the Reels tab and recommending them to non-followers. It starts in Indonesia and Brazil, with US expansion planned for 2027.

Instagram has not published eligibility criteria or a full rollout timeline for Features.