Instagram Is Testing 90-Minute Videos: What Will Change for Promotion in 2027?

Instagram is preparing for a new stage in the evolution of video content. On October 26, 2026, the platform announced that it was testing Features, a format for horizontal videos lasting up to 90 minutes. The new feature will allow creators to publish full-length interviews, podcasts, educational videos, and entertainment programs.

For bloggers, brands, and SMM specialists, this is an important signal. Instagram is gradually moving beyond short Reels and stepping up its competition with YouTube. But does this mean long-form videos will become a new promotion tool in 2027? Let's explore what is already known and what changes creators should prepare for.

Key Takeaways in 30 Seconds

• New format: Instagram is testing Features, a format for horizontal videos up to 90 minutes long.
• Availability: The feature is currently available to a limited number of creators, including participants in testing in the United States and Brazil.
• Promotion: Short Reels can be linked to full-length videos, helping viewers discover more detailed content.
• 2027 outlook: Long-form videos could expand content marketing opportunities, but changes to Instagram's algorithms have not yet been confirmed.

What Do We Know About Instagram's 90-Minute Videos?

Features is an experimental Instagram format designed for publishing long-form horizontal videos. Its primary purpose is to allow creators to share full-length content directly within the social network without redirecting their audience to external video platforms.

The testing launch was reported on October 26, 2026, by TechCrunch. According to the publication, Instagram sees the new format as an opportunity to attract creators who specialize in long-form video content.

How Does Instagram Features Work?

The main characteristic of Features is the combination of short and long-form videos. Creators can publish a short clip as a Reel and link it to the full version of the video. This allows users to continue watching without leaving Instagram.

This approach is particularly appealing to podcast creators, interviewers, educators, and niche video bloggers.

The Verge notes that Instagram aims to make short-form and long-form videos complementary formats.

However, Features remains experimental. As of November 2, 2026, Instagram has not announced a global launch date or confirmed that the new format will become available to all users.

How Could Long-Form Videos Change Instagram Promotion in 2027?

If Instagram expands access to Features, account promotion could become more diverse. Short videos will continue to attract attention, while long-form content will help creators explore topics in greater depth, demonstrate expertise, and build stronger relationships with their audiences.

1. Audience Retention Will Become Even More Important

For long-form videos, capturing viewers' attention in the first few seconds is not enough. Creators need to maintain their interest throughout the entire video.

That is why creators should pay closer attention to video structure: compelling introductions, logical content sections, engaging storytelling, and the overall value of the material.

However, it is important to distinguish video length from viewing quality. A 40-minute video is not necessarily more effective than a two-minute Reel. What matters is audience behavior and the content's ability to address viewers' specific needs.

2. Reels Could Become a Source of Traffic for Long-Form Videos

One of the most promising strategies is to use Reels as short previews of full-length videos.

For example, an expert could publish a 45-second interview clip, encouraging interested viewers to watch the full conversation. Businesses can use a similar approach for product reviews, service demonstrations, and educational content.

At the same time, promoting short videos will remain an important task in its own right. If a brand wants to draw attention to a preview, it can explore Instagram Reels view growth tools from PRMotion. It is important to remember that additional views alone do not guarantee organic reach, audience retention, or traffic to the full-length video.

3. Expert Content Will Gain More Opportunities

Long-form videos are suitable for topics that are difficult to cover thoroughly in one or two minutes. Examples include:

• Detailed tutorials and masterclasses;
• Interviews with industry experts;
• Product reviews and feature demonstrations;
• Case studies and marketing campaign results;
• Video podcasts and educational programs.

For businesses, this is an opportunity not only to generate views but also to build trust and explain the value of their products.

4. Competition With YouTube Will Intensify

Instagram has previously attempted to develop long-form video content, including through IGTV. Now, the platform is testing a new approach in which short videos help viewers discover full-length episodes.

According to 9to5Mac, Features is designed, among other things, for podcast creators and other long-form content producers.

However, it is still too early to speak of direct competition with YouTube in terms of monetization. Instagram has not announced an advertising revenue-sharing program for Features comparable to YouTube's.

Reels vs. Long-Form Videos: Which Is Better for Promotion?

Short Reels and long-form Features serve different purposes. The first format is ideal for quickly capturing attention, while the second allows creators to explore topics in greater detail. Once Features becomes available, combining both formats could be the most effective strategy.

Conclusion: Reels and Features will not necessarily compete with each other. Short videos can attract new viewers, while long-form content can help turn initial interest into a deeper connection with a creator or brand.

How to Prepare Your Instagram Account for New Video Formats

There is no need to wait for the global launch of Features. You can start improving your video strategy now to work more effectively with different content formats in 2027.

1. Analyze Audience Retention and Engagement

Review the analytics of your existing video posts, including views, watch time, saves, shares, and reactions. Compare videos covering similar topics to understand which subjects genuinely interest your audience.

2. Experiment With Video Length

Do not make videos longer simply to take advantage of a new format. Test different approaches, such as a quick tip, a three-minute explanation, or an in-depth educational video.

Video length should match the complexity of the topic and viewers' expectations.

3. Create Strong Video Introductions

Explain the value viewers will receive within the first few seconds. Instead of a lengthy introduction, immediately highlight the problem, an interesting fact, or the result that the video will reveal.

For longer videos, it is useful to plan the sequence of key content sections in advance.

4. Use Instagram SEO Techniques

Add clear titles, relevant keywords in descriptions, subtitles, and appropriate terminology within your videos. This helps users understand your content and makes it easier to discover and watch.

Avoid overloading descriptions with repetitive keywords. Prioritize clarity, relevance, and value for your audience.

5. Combine Organic Promotion With Additional Tools

High-quality content, consistent posting, and audience engagement remain the foundation of Instagram promotion. Additional tools can support specific marketing objectives, but they cannot replace a comprehensive SMM strategy.

For example, PRMotion offers Instagram video view growth services. Before using such services, it is important to review their terms, potential limitations, and the risks associated with artificially increasing metrics. These services do not demonstrate genuine audience interest or guarantee placement in recommendations.

Which Instagram Promotion Metrics Should You Track in 2027?

Evaluating video performance based solely on total views is not enough. Different marketing objectives require different metrics.

• Reach: The number of unique accounts that have seen your content.
• Watch time: How long viewers spend watching your videos.
• Audience retention: The points at which users stop watching.
• Saves and shares: How useful or interesting your content is to the audience.
• Profile visits: Whether your videos generate interest in your account or brand.
• Conversions: Whether your content leads to followers, inquiries, and other desired actions.

When analyzing performance, it is important to consider not only absolute numbers but also the relationships between metrics. For example, high reach combined with low retention may indicate that the title attracted attention but the content failed to meet viewers' expectations.

For Features, the available metrics and how they are displayed may change as testing expands. Therefore, predictions about the ranking of long-form videos should currently be treated as hypotheses.