Instagram Tests 90-Minute Videos to Challenge YouTube

Instagram is reportedly testing a new video format that could support horizontal videos lasting up to 90 minutes. If introduced more broadly, the feature would expand Instagram beyond its short-form identity and place the platform in more direct competition with YouTube.

The reported 90-minute videos are not confirmed as a global rollout. Available coverage describes the feature as a test or limited expansion, and access may vary by account, region or creator category. Reports also associate the test with horizontal video and Instagram chief Adam Mosseri. Source 1

The proposed format could suit podcasts, interviews, tutorials, product reviews, documentaries, fitness sessions and recorded shows. It could also let creators publish complete episodes on Instagram instead of using Reels only as promotional clips.

However, video length alone would not make Instagram a full YouTube replacement. Instagram would still need strong search, analytics, monetization, content organization and long-form viewing tools.

What Instagram’s 90-Minute Video Test Involves

A Reported 90-Minute Limit

Multiple reports describe Instagram testing videos of up to 90 minutes. The reported limit would be a significant change from Instagram’s traditional short-form positioning, especially because Reels have driven much of the platform’s recent video growth. Source 3

The feature should be described as a reported test rather than a universally available product. Instagram has not been presented in the supplied reports as confirming a completed global launch. Details such as eligibility, placement, recommendations and monetization may change before a wider release.

A 90-minute limit would not mean that every account could immediately publish feature-length programming. Platforms commonly test new formats with selected users before adjusting technical requirements and distribution.

A Shift Toward Horizontal Video

The reported test focuses on horizontal videos rather than only vertical Reels. That distinction matters because horizontal video is common for YouTube programs, podcasts, interviews, presentations, gaming content and television-style productions.

Horizontal video could make it easier for creators to repurpose existing footage. A podcaster could adapt a two-person studio recording, a software educator could publish a complete screen demonstration, and a reviewer could upload a detailed comparison without compressing it into a short clip.

The format would likely coexist with Reels rather than replace them. Short videos could drive discovery, while longer videos could deliver complete episodes or deeper explanations. A possible content funnel would be:

1. Reels create discovery.
2. Stories announce new episodes.
3. Profiles organize the creator’s work.
4. Long-form videos deliver the complete experience.
5. Messages and shares support community discussion.

Adam Mosseri and Instagram’s Video Strategy

Reports connecting the test with Adam Mosseri place it within Instagram’s broader effort to become a major video platform. Source 9

Instagram has expanded its video tools while preserving its identity as a social and recommendation-driven network. Reels remain central to short-form discovery, but longer horizontal video would extend Instagram into categories traditionally associated with YouTube.

A test does not confirm a complete strategic shift. It does indicate that Instagram is exploring more publishing options for creators.

Why Instagram Wants Longer Videos

Competing More Directly With YouTube

Longer videos could help Instagram compete in categories that have historically depended on YouTube, including:

• Video podcasts
• Interviews and panel discussions
• Product reviews
• Tutorials and courses
• News commentary
• Fitness and wellness sessions
• Travel guides
• Gaming content
• Documentary storytelling

Instagram already has a large creator and advertiser ecosystem. Extending video duration could make that ecosystem more valuable by keeping more content inside the platform. It could also attract creators who currently divide their work among several services.

Keeping Users Inside Instagram

Long videos can increase viewing time and give recommendation systems more opportunities to present related content. Instagram could connect long-form viewing with its existing social features: a user might discover a podcast clip in Reels, watch the full interview, share a quote in a message and follow the creator’s Stories for the next episode.

Longer videos could support more watch time, stronger retention, additional recommendations, greater creator activity and new advertising opportunities. These benefits would depend on effective discovery and a comfortable viewing experience.

Giving Creators More Publishing Options

Long-form video would add another layer to Instagram’s existing formats:

• Reels for reach
• Stories for updates and promotion
• Long-form video for complete episodes
• Live video for real-time interaction

A single interview could produce a full episode, several Reels, Story updates, quote graphics and a live discussion. Instagram could become an important secondary distribution channel even if YouTube remains the creator’s primary archive.

How Long-Form Video Could Change Instagram Content

From Short Clips to Complete Episodes

The reported feature could move creators from teaser-based publishing toward complete programming. A short interview clip could lead to a full conversation, a quick recipe could become a cooking class, and a product teaser could introduce an in-depth review.

Reels and long-form video would serve different purposes. Reels could generate reach, while longer videos could build trust and deliver more useful information. The challenge would be pacing: a 90-minute video needs a clear opening, strong structure, visual variety and regular reasons for viewers to continue watching.

More Opportunities for Podcasts

Podcasters are among the clearest potential beneficiaries. The format suits interviews, studio recordings, panel discussions, commentary programs and question-and-answer sessions.

Instagram could help podcasters reach new audiences through clips, recommendations and social sharing. Production quality would remain important, because a static recording may struggle to hold the attention of users accustomed to fast scrolling. Multiple camera angles, captions, chapter markers, visual examples and concise introductions could improve retention.

More Educational Content

Long-form video could support tutorials, professional training, software demonstrations, fitness programs and financial or business explainers. Longer duration gives educators room to explain complex topics without removing essential context.

Duration alone will not guarantee engagement. Educational creators would need clear outcomes, logical chapters, captions, diagrams, demonstrations and summaries.

A Larger Role for Brands

Brands could use longer videos for product demonstrations, customer education, founder interviews, event coverage, behind-the-scenes features, branded documentaries and expert discussions.

The risk is producing an extended advertisement that viewers do not want to watch. Brand videos must provide useful information, entertainment or genuine storytelling. Length should support the message, not replace it.

Instagram vs. YouTube

Instagram’s Potential Advantages

Instagram has several strengths that could help long-form video spread:

• A strong social graph
• Visual discovery
• Easy sharing
• Direct messaging
• Reels-based reach
• Creator and brand profile integration
• Familiar community features

These tools encourage social distribution. Instagram may be especially attractive to creators who already have a large following there and do not want to build an audience from zero.

YouTube’s Established Ecosystem

YouTube has spent years building an environment for extended video. Its advantages include search-driven discovery, a familiar video library, long-form audience expectations, detailed analytics, mature monetization and evergreen content discovery.

Instagram would therefore compete with more than YouTube’s video player. It would compete with YouTube’s search, recommendations, archives, analytics and revenue systems.

A YouTube tutorial can continue attracting viewers through search months or years after publication. Instagram long-form content may depend more heavily on initial distribution, audience activity and short-form promotion. Interviews, creator updates and community-focused shows may benefit from Instagram’s social environment, while search-led educational content may continue to favor YouTube.

The Biggest Challenge: Creator Monetization

Reported Limits on Advertising Revenue

The most important reported limitation concerns monetization. Available coverage states that Instagram may not share advertising revenue from these longer videos with creators in the same established way as YouTube. Source 5

A 90-minute video requires planning, filming, editing, captions, thumbnails and promotion. Without predictable direct income, many creators may prefer to publish original full-length episodes on YouTube and use Instagram for clips.

Creators could still earn through sponsorships, affiliate marketing, merchandise, paid subscriptions, digital products, courses, fan support and traffic to external platforms. These models may work for established creators but remain less predictable for smaller channels.

Instagram would also need strong analytics covering watch time, retention, audience demographics and conversions. Brands need reliable data before committing to long-form partnerships.

Benefits and Risks for Creators

Creators could reach an existing Instagram audience with deeper content, repurpose podcasts and interviews, use Reels to promote full episodes, combine long-form video with Stories and messages, and test new topics without building a separate community.

However, producing 90-minute videos requires substantial resources. Long videos may conflict with Instagram’s short-form viewing habits, low retention could limit recommendations, monetization may remain uncertain, and discovery could be less predictable than on YouTube.

The most practical strategy is selective experimentation. Creators can publish a small number of long-form videos, use Reels for discovery and compare results with YouTube performance.

What the Test Means for Viewers

Viewers could watch full conversations, tutorials and shows without leaving Instagram. The experience would depend on reliable playback, accurate captions, useful controls, strong recommendations, content organization, effective thumbnails and support for background or multitasking use.

Longer videos could also make Instagram’s feed feel crowded. Some users may not want every social platform to become a long-form video service. Instagram may need clearer controls that distinguish short-form and long-form recommendations.

What Brands Should Do

Brands should audit existing podcasts, webinars, interviews, product demonstrations, event recordings and training sessions. Strong material can be adapted into horizontal video, but unedited recordings should not be uploaded without considering pacing, structure and retention.

A practical multi-format system is:

1. Produce the complete interview, lesson or demonstration.
2. Create short clips for Reels.
3. Use Stories to announce the episode.
4. Add captions and quote graphics.
5. Direct interested viewers to the full video.
6. Measure short-form reach alongside long-form watch time.

Brands should track average watch time, completion rate, retention, saves, shares, comments, profile visits, website clicks, leads and sales. A long-form video with fewer views may deliver greater value if it produces stronger engagement or conversions.

Will Instagram Become a YouTube Competitor?

Instagram has a large active audience, strong video discovery and an established creator ecosystem. Reels could promote longer content, while social sharing could accelerate distribution. Podcasters, educators and brands may value access to an additional audience without building a separate community.

However, YouTube has greater long-form experience, stronger search behavior and a more developed monetization model. Instagram users may continue to prefer brief, mobile-first content, and producing original 90-minute programs requires significant investment.

Instagram is more likely to become a useful secondary platform than an immediate YouTube replacement. YouTube will likely remain central for creators who depend on search, evergreen archives and advertising revenue. Instagram may excel at discovery, community engagement and distributing clips that lead viewers to complete episodes.

What Creators Should Watch Next

Creators should monitor whether Instagram confirms a wider rollout, which accounts receive access, whether the feature supports all categories, where videos appear, whether advertising or revenue sharing is introduced, how analytics report retention, whether chapters and custom thumbnails are supported, and whether horizontal videos receive recommendation treatment similar to Reels.

These details will show whether Instagram is building a complete long-form ecosystem or simply testing a new upload capability.

Conclusion

The reported Instagram 90-minute video test represents a meaningful shift from the platform’s short-form identity. Horizontal videos could attract podcasters, educators, brands, reviewers and other long-form creators.

However, video length is only one part of competing with YouTube. Instagram must also address monetization, search, discovery, retention, analytics, organization and the viewing experience.

Instagram may not replace YouTube immediately, but it could become a more important home for long-form video. Creators should build flexible systems that combine short clips, complete episodes, Stories and platform-specific distribution. The strongest strategy will use Instagram for discovery and community while preserving YouTube’s advantages in search, archives and monetization.

Frequently Asked Questions

Is Instagram testing 90-minute videos?

Reports indicate that Instagram is testing horizontal videos of up to 90 minutes. The feature may not be available to every user, so creators should confirm its rollout status before making major production investments. Source 7

Will Instagram’s 90-minute videos replace YouTube?

Unlikely in the immediate term. YouTube has a more established long-form ecosystem, search experience and creator monetization model. Instagram could become a complementary platform for discovery, community engagement and additional distribution.

What content suits Instagram’s longer videos?

Likely formats include podcasts, interviews, tutorials, reviews, educational lessons, fitness sessions, travel guides and documentary-style videos. Successful content should use clear structure, captions and visual variety rather than relying on duration alone.

Will creators earn advertising revenue from longer videos?

Available reports state that Instagram may not share advertising revenue from these videos with creators. The policy could change as testing develops, so creators should verify current monetization terms before investing heavily in production.

Should creators upload YouTube videos to Instagram?

Repurposing may be useful, especially for creators with an established Instagram audience. Videos should be adapted with suitable thumbnails, captions, introductions and promotional clips. Performance should be compared across platforms before shifting production resources.

How should brands prepare?

Brands should audit podcasts, webinars, interviews and product content. Each full-length video should be supported by short clips, Stories and community promotion. Measurement should include watch time, retention, shares, leads and conversions, not only total views.