What Is Instagram Features? 90-Minute Video, No Ad Share Yet

Instagram Features are horizontal videos up to 90 minutes long. Instagram began testing them on October 26, 2026 with a small group of creators in the US and Brazil. Features appear in the main feed, on Explore and in Instagram's TV app, and Reels can link to them. Instagram does not plan to share ad revenue from Features with creators for now. Adam Mosseri, the head of Instagram, announced the test in a post on his own account on Monday: "Sat down with @tessalyonsss to talk about why we're investing in longer videos, which we're going to call Features, and how they fit with Reels, Series, Live and TV." Tessa Lyons runs product at Instagram. He added: "It's early, and we're testing and listening to feedback as we go." Here is what is confirmed, and what it means if you make long shows today. Key Takeaways:

Features are horizontal videos of up to 90 minutes, according to Engadget and The Next Web
The test is limited: a small group of US creators plus some in Brazil, and Engadget reports that only creators with individual Meta deals can post long videos for now
Instagram does not plan to share Features ad revenue with creators for now, per The Next Web; YouTube pays Partner Program members 55% of net watch page ad revenue
Instagram tried long video once before. IGTV launched in 2018 and its standalone app closed in 2022

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What is Instagram Features?

Instagram Features is a test format for long, horizontal videos of up to 90 minutes, made for full podcast episodes, comedy sets and other shows that run longer than a Reel. Instagram is pitching it at podcasters, comedians and other creators who want to post full-length work, according to The Next Web's report by Ana-Maria Stanciuc. Three pieces arrive together, and they explain how Instagram expects people to find a Feature:

Placement. Features show up in the main feed and on the Explore page, The Next Web reports.
Linked Reels. Instagram is testing Reels that link to a full-length Feature, so a two-minute clip can send viewers to the whole episode.
Series. Creators will be able to group related Reels into a series on their profiles.

The fourth piece is the television. Instagram's TV app launched on Amazon Fire TV in the US on December 16, 2025, showing Reels sorted into channels. It has since reached Samsung and Google TV devices, and both reports say Apple TV support is on the way. The Next Web reports the TV app will prioritize Features.

Who can post a Feature right now?

Almost nobody yet. The test starts with a small group of creators in the US, with some in Brazil, and Engadget reports that only creators with individual deals with Meta can make long videos for now. The Next Web attributes the US and Brazil detail to an Instagram spokesperson, Megan Buckley, speaking to The Verge. Engadget cites The Hollywood Reporter for Meta's focus on comedians and podcasters. There is no public application form and no stated follower threshold. If someone offers to "get you into Features," ask them to show you where Instagram published the criteria. As of today it has not.

How does a Feature make money for the creator?

Not through Instagram ad revenue, for now. The Next Web reports that Instagram does not plan to share advertising revenue from Features with creators, while leaving open a change later. Engadget reports that Meta told The Hollywood Reporter it will help creators without advertiser relationships find brand partners. Compare that with where long shows already earn. YouTube's terms say it pays Partner Program members 55% of net revenues from ads on their public videos' watch pages. We covered how the entry bar to that program is changing in YouTube's 2027 monetization rules.

Format	Where it plays	Ad revenue to the creator
Instagram Features (test)	Feed, Explore, Instagram TV app	None planned for now
YouTube long-form video	YouTube watch page and TV apps	55% of net watch page ad revenue for Partner Program members
IGTV (2018 to 2022)	Separate app, then merged into the main app	In-stream ads discontinued in 2022

Instagram's other payment tools still apply to your account in general. Our guide on how to monetize Instagram in 2026 ranks gifts, subscriptions and brand deals by what compounds.

Instagram has tried long video before

Instagram introduced IGTV on June 20, 2018, saying each video "can be up to an hour long." Those videos were "full screen and vertical." In October 2021 Instagram folded IGTV into a single Instagram Video format, and on February 28, 2022 it said the standalone IGTV app would leave the app stores, as TechCrunch's Aisha Malik reported. In-stream ads on those videos were discontinued at the same time.

The 2026 attempt changes three things. The frame is horizontal, which suits a filmed podcast or a stage set. The videos live in the main app instead of a separate one. And there is a television app to watch them on. Mosseri told viewers, per Engadget, that getting it right will "take some time" and that Meta is "very committed to it long term." Both statements can be true. Creators who rebuilt around IGTV in 2018 learned that a platform can stay committed to video while changing which format it pays for.

Three moves while the test is small

If you host a podcast, a comedy show or any long format and have 50,000 or more followers on Instagram, this section is for you. You cannot post a Feature yet, but you can get ready without betting on it. 1. Cut clips that point to a whole episode. Linked Reels are the discovery path Instagram described. A Reel that ends at a real question works whether the full episode lives on Instagram, YouTube or your own feed. Our Trial Reels guide covers testing which clips pull non-followers. 2. Price the link before you rely on it. Meta's One creator plans, announced September 15, 2026, put links inside posts and reels on the $49.99-a-month Advanced plan, capped at four posts and four reels a month. A free account sends viewers off Instagram through the profile link and Stories. Know that cost before you build a funnel around a clip. 3. Decide where the full show earns. A 90-minute Feature with no ad share pays you in reach. Reach is worth something, but the regular listener who watches every episode is the person most likely to pay you directly. Mel Robbins built a business around the podcast audience, and our guide to turning a podcast into a subscription app shows what that audience can buy between episodes. Spotify's new podcast Memberships are another paid option to weigh.

The viewer you keep

Instagram is adding a long format because people already watch full shows on a television. The format may grow into a real income line once Instagram settles how it pays. Today it is distribution, granted to a small group and paid in attention. Built by Foundry exists for the step after attention: we build and run a business around what an audience already comes back for, at $0 upfront on a revenue share. When the next platform format arrives, a creator who owns that business can treat it as another way in.

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Frequently Asked Questions

How long can an Instagram Feature be?

Instagram Features can run up to 90 minutes, according to Engadget and The Next Web reports on the October 26, 2026 announcement. They are horizontal videos.

Can every creator post Instagram Features?

No. The test began with a small group of creators in the US and some in Brazil. Engadget reports that only creators with individual deals with Meta can post long videos for now, and Instagram has published no application process.

Does Instagram pay ad revenue on Features?

Not for now. The Next Web reports that Instagram does not plan to share Features ad revenue with creators, though it left open a later change. Meta has said it will help some creators find brand partners.

Where do Instagram Features appear?

Features appear in the main feed, on the Explore page and in Instagram's TV app, which will prioritize them. Instagram is also testing Reels that link to a full Feature.

Is Instagram Features the same as IGTV?

No. IGTV, launched in 2018, carried vertical videos up to an hour in a separate app that closed in 2022. Features are horizontal, up to 90 minutes, and live in the main app and on TV.

What Is Instagram Features? 90-Minute Video, No Ad Share Yet

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