Instagram was built on photos. Then it became all about Reels.
Now it wants your long videos too. Instagram is testing horizontal videos up to 90 minutes long, a clear move into YouTube's home turf.
If you make videos, this could be a big opportunity. Here's what we know so far and what you should do now.
What Is Instagram Testing?
According to TechCrunch, which reported the test on October 26, Instagram has started letting a small group of selected US creators post horizontal videos of up to 90 minutes.
The test ran in Brazil first. Now it has come to the US.
It's aimed at creators who already make long content, like podcasters, comedians, educators and people who make long-form shows. Until now, those creators had to post short clips on Instagram and send people somewhere else for the full version.
How the Long Videos Work
Horizontal, Not Vertical
These are widescreen 16 by 9 videos, like you'd watch on YouTube or TV. That's a big change for an app that has been vertical-first for years.
Up to 90 Minutes
Long enough for a full podcast episode, a stand-up set, a course lesson or a short film.
Clips Lead to the Full Video
Short clips can surface in Explore with a "Watch full video" button. So a viewer who enjoys a two-minute moment can jump straight into the whole thing.
Mobile First, TV Later
The test is in the Instagram mobile app first. Reports say TV viewing is planned for later.
Clips as Reels
Instagram is also testing a way to turn clips from long videos into Reels, so one long video can feed your short-form content too.
Can Creators Make Money From It?
Not in a clear way yet. Monetization for long videos hasn't been announced.
During the test, Instagram is reportedly paying some creators directly to post long content. That's a strong sign Meta is serious. Platforms usually pay early creators when they want a new format to take off fast.
Expect ads or revenue sharing to come later, but don't plan your income around it until Instagram makes it official.
When Will Everyone Get It?
There's no official date. Some industry watchers expect a wider rollout late this year or early next year, but Instagram hasn't confirmed that.
Tests like this sometimes change a lot before launch, and some never launch at all. Still, with tests in two countries and money going to creators, this one looks likely to stick.
Why Instagram Wants Long Videos
The reason is simple. People watch a lot of long video, and most of it happens on YouTube.
YouTube has long videos, Shorts and TV viewing all in one place. Instagram has huge reach but only short content, so when people want to watch something longer, they leave.
Long videos keep viewers in the app for more time. More time means more ads. And creators who can post everything in one place have less reason to build their audience somewhere else.
What This Means for Creators and Brands
| Who You Are | What It Could Mean |
|---|---|
| Podcasters | Full episodes where your Instagram audience already is |
| YouTubers | A second home for long videos, with Instagram's reach |
| Educators and coaches | Full lessons and workshops, not just tips |
| Comedians and entertainers | Full sets and shows, with clips as the hook |
| Small businesses | Product demos, tutorials and behind-the-scenes stories |
| Short-form only creators | More competition for attention in Explore |
The biggest winners will be creators who already have a library of long videos. They can repost what they have, test the format and learn what works before everyone else arrives.
What Brands and Small Businesses Should Do
This isn't only for creators. Long videos give businesses a new way to show what they do.
A bakery could share a full baking class. A software company could post a complete product walkthrough. A coach could run a whole workshop right inside Instagram, where their followers already spend time.
Start small. Turn your best webinar, demo or how-to into a horizontal video, cut a few clips for Reels and see what your audience responds to.
8 Things Creators Should Do Now
1. Start Making Horizontal Video
If you only shoot vertical, start making some content in 16 by 9 as well. It also works on YouTube, so nothing is wasted.
2. Build a Library of Long Videos
When the feature reaches you, you'll want something ready to post. Plan a few long pieces now. Tutorials, interviews, explainers, story videos or a podcast series.
3. Plan Every Long Video With Clips in Mind
Clips in Explore will lead people to your full video. So build each long video with strong two-minute moments that make sense on their own.
4. Grab Attention in the First Minute
Instagram viewers are used to fast content. Open with your best moment, a big question or a clear promise of what they'll learn.
5. Use Chapters and Clear Sections
Long videos are easier to watch when they feel organised. Break them into clear parts, with a simple title card for each one.
6. Keep Posting Reels
Reels are still how most people will discover you. Long videos give your fans something deeper, but Reels bring in new viewers.
7. Repurpose What You Already Have
Got YouTube videos, webinars or podcast recordings? They're ready-made long content. Edit them lightly and they're good to go when the feature arrives.
8. Watch Your Analytics
Once you can post long videos, check where people stop watching. That tells you how long your videos should really be for your audience.
What Kinds of Long Videos Could Work Best?
It's early, but some formats look like a natural fit.
- Podcast episodes with video, since the test is aimed right at podcasters.
- How-to tutorials and courses that need more than 90 seconds to explain.
- Story videos, like true stories, history and mysteries, which keep people watching.
- Interviews and conversations with interesting guests.
- Documentaries and explainers about your niche.
- Product deep dives for brands that want to show everything their product can do.
Instagram vs YouTube for Long Videos
| Instagram Long Videos | YouTube | |
|---|---|---|
| Status | Small test in the US | Fully launched for years |
| Max length | 90 minutes in the test | Up to 12 hours for verified accounts |
| How people find you | Clips in Explore and your followers | Search, suggestions and subscribers |
| Monetization | Not announced yet | Ads, memberships and more |
| TV viewing | Planned for later | Already huge |
| Best strength | Reach with an audience that already follows you | Search traffic that lasts for years |
You don't have to choose. Make one horizontal video and post it on both. YouTube brings search traffic over time, and Instagram puts it in front of the people who already follow you.
A Simple Plan for Your First Long Instagram Video
Here's an easy way to get your first long video ready, even before the feature reaches your account.
- Pick a topic your followers already ask about. Look at your comments and DMs for the most common questions.
- Aim for 10 to 20 minutes. You don't need to fill 90. Start with a length you can make great.
- Write a simple outline. A strong opening, three or four main parts and a clear ending.
- Mark three clip moments. Short bits that stand on their own and make people want the rest.
- Make it horizontal. Film it, or create it with an AI video tool.
- Post the clips as Reels first. Test which moments get the most interest.
- Post the full video when the feature arrives, or on YouTube in the meantime.
By the time Instagram opens long videos to everyone, you'll have content ready and real data on what your audience likes.
How Long Should Your Videos Be?
Just because you can post 90 minutes doesn't mean you should.
The right length is whatever it takes to deliver the value, and not a minute more. A quick tutorial might be 8 minutes. A podcast episode might be 60. A deep course lesson could use the full 90.
Watch your retention numbers. If most people leave at minute 12, your next video should be tighter, or the first 12 minutes need to work harder.
Common Mistakes to Avoid
- Uploading vertical videos with black bars. Make real horizontal versions.
- Making long videos just because you can. Long should mean valuable, not padded.
- Forgetting the hook. A slow start loses viewers fast on Instagram.
- Dropping Reels. Short videos are still your best way to get discovered.
- Counting on payouts. Monetization isn't confirmed, so treat any test money as a bonus.
Don't Have Time to Film? Make Long Videos With AI
Long videos take a lot of work. Scripts, footage, editing, voiceover, music. That's why most creators stick to short clips.
AI changes that. Vidatia is our own AI video creator at Teknikforce, and it's built to turn an idea into a finished video, long or short, without a camera.
You pick a topic and a style. Vidatia writes the script, plans the scenes, creates and animates the visuals, and adds narration and music. You can edit anything before you export.
- Long videos and short ones. Full horizontal videos for YouTube and Instagram, plus Shorts, Reels and TikToks.
- Any style. Realistic, 3D animation, cartoon, illustration and dozens more.
- Human-like voices in many languages, or your own cloned voice.
- Multi-AI. Top writing AIs and video models like Veo, Kling and Seedance in one app.
- Every format. Landscape, portrait and square from the same project.
- Faceless. Perfect if you don't want to be on camera.
Pricing $5.58 a month, paid yearly ($67 a year), or $6.99 month to month. You get 20,000 welcome credits, up to 45 videos a month and a 30-day refund guarantee.
Make one long horizontal video, cut a few clips as Reels, and you're ready for Instagram's new format and YouTube at the same time.
Final Thoughts
Instagram's 90-minute videos are still a test. But the direction is clear. Instagram wants to be a place for long videos, not just quick clips.
Creators who prepare now will have a head start. Start making horizontal videos, build a small library of long content and plan your clips. When the feature reaches everyone, you'll be ready while others are just getting started.
FAQs About Instagram's 90-Minute Videos
Can everyone post 90-minute videos on Instagram?
Not yet. It's a small test with selected creators in the US, after an earlier test in Brazil.
Do the long videos have to be horizontal?
Yes, the test is for horizontal 16 by 9 videos, like YouTube.
Can I make money from long Instagram videos?
Instagram hasn't announced monetization for them yet. Some test creators are being paid directly, but there's no public program.
Will this replace Reels?
No. Reels stay, and Instagram is even testing a way to turn clips from long videos into Reels.
Should I stop posting on YouTube?
No. YouTube is still the biggest home for long video. The smart move is to make horizontal videos that work on both.
Can I post my old YouTube videos on Instagram?
If you own them, yes, once the feature reaches your account. Just remove YouTube-specific lines like "hit subscribe" so they feel native to Instagram.
Do I need expensive gear to make long videos?
No. A phone turned sideways works for talking videos, and AI tools like Vidatia can create full videos without any camera at all.