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Instagram is testing videos that run up to 90 minutes, according to SmartCompany. Meta announced the test on October 26, and a limited group of creators in the U.S. and Brazil are the only ones with access today.
Here is why you should care. Your best long video may soon live where your customers already scroll every day. If you already study Instagram for business, you can start planning now instead of scrambling later.
What Instagram Is Actually Testing
The new format is called Features. Select creators can publish wide, long videos, and Instagram will surface them in the home feed and Explore. In addition, each long video can carry as many as eight linked reels, which gives viewers a path from a quick clip to the full story.
No release date has been announced for Australia or most other markets. That means this is a test, not a launch, and Meta could change the rules before it reaches you.
Instagram long video test at a glance
Announced
October 26, 2026
Maximum length
90 minutes
Where it appears
Main feed and Explore
Linked short reels
Up to eight per long video
Test markets
Brazil and the United States
Why Long Instagram Video Changes Your Content Math
Most founders I know treat YouTube as the home for long content and Instagram as the place for quick hits. That split costs you reach. Every time you ask a follower to leave the app, some of them simply do not follow you out.
Strategist Atiyya Batty says the big draw is that viewers never have to leave the app. Meanwhile, Jo Austin of the agency Short and Social pointed out a practical benefit. If your Instagram audience is larger than your YouTube audience, old long videos could finally get a bigger crowd.
Think about a simple example. Say you record one forty-minute customer interview each month. Today that might become a single clip and a blog post. With long Instagram video, the same interview could become a full episode plus several short teasers, all… Read More
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