Instagram is giving content creators a new way to turn short viral clips into full episodes without sending their audiences to another platform. Starting Monday, October 26, the company began testing a new feature that allows selected creators in the United States to upload horizontal videos lasting up to 90 minutes.
The new product, called Instagram Features, could change how podcasters, comedians, influencers, and independent media personalities build their audiences and attract advertisers.
According to The Hollywood Reporter, Instagram is allowing creators to connect shorter Reels directly to their full videos. Someone watching a viral podcast clip could tap through to the complete conversation without leaving Instagram.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature,” Instagram vice president of product Tessa Lyons explained.
For Black podcasters, comedians, independent journalists, and entertainment creators, Instagram Features could offer another opportunity to turn social media engagement into a sustainable business.
A creator whose interview generates thousands of views could direct that attention toward a complete episode. Instead of relying entirely on short clips, creators would have more room for interviews, comedy specials, storytelling, and deeper conversations with their communities.
According to The Verge, Instagram is also testing ways to recommend Features through its main feed and Explore page. That could help independent creators reach audiences beyond their existing followers.
Instagram has already tested the product in Brazil and plans to expand the U.S. trial to tens of thousands of creators. Early participants include SKIMS cofounder Emma Grede, beauty influencer Monet McMichael, relationship interviewer Preston Rakovsky, and football creator Donald De La Haye.
The potential financial benefits extend beyond gaining followers.
Instagram Features will allow creators to bring existing advertising arrangements and sponsored content into their longer videos. That could help podcasters and influencers offer brands more exposure through full episodes rather than relying exclusively on individual sponsored Reels.
Lyons also revealed that Instagram is working on “a few different deals” with creators participating in the initial rollout.
“For established creators who already have those relationships, they can bring that content with those placements and that branded content. And we also think that there’s a big opportunity for us to help creators who don’t yet have that infrastructure and that business behind them,” Lyons said.
For smaller creators who have strong engagement but limited advertising connections, that assistance could create opportunities to negotiate sponsorships and develop relationships with brands.
However, Instagram Features does not currently offer the same direct advertising revenue arrangement as YouTube.
According to YouTube’s official monetization guidelines, eligible creators receive 55 percent of net advertising revenue generated through qualifying watch page videos. Instagram has not announced a comparable revenue-sharing program for Features.
That means creators should not expect to earn money simply because their longer videos attract views. Sponsorships and other existing business arrangements remain potential income opportunities.
Another advantage is that Instagram is not requiring exclusive distribution. Creators could publish their content on Instagram while continuing to use YouTube and other platforms where they already earn revenue.
Instagram is also expanding its television ambitions. The company wants Features available through Instagram for TV, giving audiences access to longer programming on supported televisions, with Apple TV expansion also underway.
“We think the best viewing experience for long-form horizontal content is on a big horizontal screen, and so I think that that is where we will expect a lot of the deep consumption to happen over time,” Lyons explained.
Beyond Instagram Features, the platform is testing Series, a tool designed to organize episodic Reels on creator profiles. The company has experimented with the product alongside microdrama studios in Southeast Asia and plans additional international testing, including a potential U.S. introduction by late 2026 or early 2027.
Instagram is also experimenting with showing live broadcasts in the Reels feed to users who do not already follow the broadcaster. That test is beginning in Brazil and Indonesia, with U.S. expansion planned for 2027.
For creators planning their next podcast, comedy show, interview series, or digital production, the 90-minute video option could provide another distribution channel. However, Instagram Features remains limited to selected accounts, and the company has not announced a date for general availability.
