News · 4 min read
Instagram is testing 90-minute videos: does it matter to you?
By +Melo Agency ·
On October 26, 2026 Instagram announced “Features”, a horizontal video format of up to 90 minutes that it is testing with selected creators, including some in Brazil and the United States. It is not available to everyone yet and there is no date for Colombia. For a small business, the news matters less for the format than for the signal: Instagram wants deeper content.
What did Instagram announce?
An important note: on Instagram's official blog we have not yet found its own announcement about “Features”. What follows comes from outlets that covered the announcement and quote Adam Mosseri and Tessa Lyons. What Instagram does confirm on its blog is that it is exploring longer-form content and a space for horizontal videos in its TV app, without stating a minute limit.
This is what the outlets that covered the announcement say. These are facts from a test and may change.
| Detail | What is known |
|---|---|
| Format | It is called “Features” |
| Length | Horizontal video of up to 90 minutes |
| Announcement date | October 26, 2026 |
| Where it is being tested | With creators in Brazil and a selected group in the United States |
| Availability | Not for everyone; no general launch date |
| Relationship with Reels | Short Reels can link to the full video |
| Money for creators | Meta says it is too early for a model; brand deals are being explored |
Why does this matter to a small business?
Today you cannot use it even if you want to. But the signal is useful: Instagram no longer sees itself only as the short-video platform and wants complete conversations, interviews and processes. And short content is still the front door: the Reel attracts and the long video goes deeper.
What do we think at +Melo?
- Do not change your strategy because of a test: we still do not know when it will reach Colombia or whether it will be available to business accounts.
- Do start saving long material: a conversation with a customer, a process, an explanation from your team. It is gold to reuse.
- The criterion is still the same: one clear idea per video, designed for the person who would buy from you.
What can you do now with what you have?
You do not need to wait for Instagram to work with deeper content.
What do we still not know?
If you want a content plan that combines short video and deeper pieces for your brand, at +Melo we build it with you.
- When it will reach Colombia and whether it will be available for business accounts.
- Who will be able to post and under what requirements: Instagram has not published criteria.
- How money will be made with this format.
Frequently asked questions
Can I already upload 90-minute videos to Instagram?
No. It is a test with selected creators and Instagram has not announced a general launch.
Does Features replace Reels?
No. Short Reels will be able to link to the full video, so they complement each other.
When does it reach Colombia?
There is no announced date. The test started with creators in Brazil and the United States.
Will Instagram pay creators for these videos?
Meta says it is too early to talk about a long-term model. According to one outlet, it does not currently plan to share ad revenue, but it is exploring brand deals.
Last review
- : It now makes clear what comes from Instagram and what comes from the press, and adds the official source on longer-form content in the TV app.
- : Published.
Sources
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How we make this blog: we use AI to help research and draft. Every figure and every rule is checked against two sources, which we link at the end, and anything we cannot verify is not published. If you spot something to correct, write to us.