Instagram is testing a new video feature that could change how people watch long videos on the platform. The social media app is reportedly exploring support for horizontal videos that can run for up to 90 minutes. This move could help Instagram attract more creators who currently prefer YouTube for sharing longer content.
Instagram has become one of the most popular social media platforms in the world. Millions of people use it every day to share photos, watch Reels, follow celebrities, and stay connected with friends. However, the platform has mainly focused on short videos and mobile-friendly content. The reported test of longer horizontal videos suggests that Instagram may now be looking for ways to expand its video services.
If the feature becomes widely available, creators could get another place to publish interviews, podcasts, tutorials, travel videos, and other types of long-form content. It could also increase competition between Instagram and YouTube, which has remained a major platform for watching longer videos.
However, the feature is reportedly still being tested, and its final form, availability, and launch date have not been confirmed.
Instagram Moves Towards Longer Video Content
Instagram has changed significantly since its launch. It first became popular as a platform for sharing photos, but it later introduced Stories, live video, and Reels to offer users more ways to create and watch content.
Short videos have played an important role in Instagram’s growth. Reels allows users to watch quick clips about entertainment, fashion, technology, sports, food, and many other topics. These videos are easy to watch while travelling, relaxing, or taking a short break.
Despite the popularity of short videos, there is still a large audience for longer content. Many viewers enjoy watching detailed product reviews, educational lessons, interviews, documentaries, and podcasts. Such videos often need more time to explain a subject properly.
Instagram’s reported test of videos lasting up to 90 minutes could help the company serve this audience. Instead of asking creators to divide their content into several short clips, the platform could allow them to publish a complete video in one place.
For example, a technology creator could upload a full smartphone review without cutting it into multiple parts. A teacher could share a complete lesson, while a travel creator could publish a longer video showing an entire trip.
This would give Instagram users more choices and could encourage them to spend more time watching videos on the platform.
Why Instagram Is Testing 90-Minute Videos
The possible expansion into longer videos makes sense as social media companies compete for users’ attention. People now watch video content across several platforms, including YouTube, TikTok, Facebook, and Instagram.
Each platform offers different features, but their services increasingly overlap. YouTube has expanded its short-video offering through Shorts, while Instagram has continued to develop its video tools.
Testing longer horizontal videos could be Instagram’s way of moving further into an area where YouTube has a strong position.
A 90-minute video limit would make it possible to publish content that is difficult to fit into short clips. It could also help Instagram appeal to creators who want to build a stronger connection with their audiences through detailed and informative videos.
Longer content can also give creators more opportunities to explain their ideas, demonstrate products, and discuss complicated subjects. This may be particularly useful for educational channels, technology reviewers, interviewers, and people who create podcast-style videos.
For Instagram, the goal could be to make the platform useful for more than quick entertainment. If users can find both short clips and longer videos in the same app, they may have fewer reasons to switch between different services.
Still, the reported test does not necessarily mean Instagram plans to replace its existing short-video experience. Instead, longer videos could become another option alongside Reels and other content formats.
Horizontal Videos Could Make a Big Difference
One of the most interesting parts of the reported test is the use of a horizontal video format.
Most Instagram content is designed for vertical viewing. Reels and Stories usually fill the screen of a smartphone, making them convenient for people who hold their phones upright.
Horizontal videos, on the other hand, are commonly associated with films, television programmes, traditional YouTube videos, and professional video production.
This format provides a wider view, which can be useful for many types of content. It gives creators more space to show several people in an interview, display a product from different angles, or record scenes with a wider background.
For example, a travel creator filming a mountain range may prefer a horizontal frame because it can capture more of the landscape. Similarly, a gaming creator may find the format better for showing gameplay, while a technology reviewer may use it to display a phone, laptop, or other device in greater detail.
Horizontal videos can also work well for podcasts featuring multiple speakers. The wider frame can show everyone in the conversation without requiring frequent camera changes.
If Instagram supports videos of up to 90 minutes in this format, creators may find it easier to reuse content originally produced for YouTube or other video services.
However, horizontal videos are not always the best choice for smartphone viewing. Vertical videos are often easier to watch without turning the device sideways. Instagram will need to consider how the new format fits into its existing interface.
How the Feature Could Help Content Creators
Content creators could be among the biggest beneficiaries if Instagram introduces longer horizontal videos.
At present, creators often choose platforms according to the type of content they produce. Those who make short, entertaining clips may prefer Instagram Reels or TikTok, while creators who publish detailed tutorials, reviews, and interviews often rely on YouTube.
Longer video support could reduce this difference.
A creator who already has an active Instagram audience might be able to publish more detailed videos without sending followers to another platform. This could help creators keep their audiences connected in one place.
For example, a fashion creator could share short outfit videos through Reels and publish a longer guide explaining clothing styles, shopping tips, and seasonal trends.
A technology creator could post quick smartphone highlights in Reels while using longer videos to discuss performance, battery life, cameras, software, and pricing.
Similarly, a fitness instructor could share short workout clips and offer longer exercise sessions for people who want to follow a complete routine.
The same approach could work for cooking channels, educational creators, travel vloggers, and podcast hosts.
Longer videos could also help creators build trust with their audiences. Short clips are useful for attracting attention, but detailed videos allow creators to explain their views and provide more information.
However, the success of the feature would depend on how easily creators can upload videos, reach viewers, and understand their performance. Video length alone would not guarantee a larger audience.
Instagram Could Become a Stronger YouTube Competitor
YouTube has built its reputation around long-form video content. Users visit the platform to watch tutorials, music videos, product reviews, interviews, documentaries, gaming streams, and full-length discussions.
Its recommendation system also helps viewers discover videos based on their interests and viewing habits.
Instagram already has a large user base and a well-established system for following creators. If the platform offers longer horizontal videos, it could use these existing strengths to attract more video views.
Creators would have an opportunity to reach followers who already interact with their photos, Stories, and Reels. They might also use short clips to promote longer videos, helping audiences move between different types of content.
For example, a creator could publish a 30-second highlight from a 60-minute interview. Viewers who find the clip interesting could then watch the complete discussion, provided Instagram offers a clear way to discover the longer video.
This approach could make the platform more useful for creators who want to publish content in different formats.
Nevertheless, competing with YouTube will not be easy. YouTube has years of experience in long-form video, along with established search tools, creator features, audience analytics, and monetisation options.
Instagram would need to provide more than a longer upload limit to compete effectively. It would also need to help users discover relevant videos and give creators strong reasons to publish their work there.
What It Could Mean for Viewers
For ordinary users, the main benefit could be access to more types of content without leaving Instagram.
Many people already follow creators who post short videos and updates. Longer video support could allow those creators to share more detailed content with the same audience.
Users interested in technology might be able to watch complete smartphone reviews. People who enjoy cooking could follow longer recipe demonstrations, while students might find educational videos that explain a subject in greater detail.
Fans of interviews and podcasts could also benefit from longer discussions that do not need to be divided into several short clips.
The feature might be especially useful for viewers who prefer following a creator through social media rather than searching for the creator on a separate video platform.
However, user experience will be important. If longer videos appear too frequently in places designed for quick browsing, some users may find the app less convenient.
Instagram will need to balance short and long content so that people can continue using the platform in the way they prefer.
The way horizontal videos appear in the feed, whether they have a dedicated viewing screen, and how users can find them will all affect their success.
Possible Benefits for Businesses and Brands
Longer videos could also create new opportunities for businesses that use Instagram to reach customers.
Brands often rely on short videos, Stories, and paid promotions to introduce products. These formats can attract attention, but they may not provide enough time to explain every important detail.
With support for longer videos, businesses could potentially publish product demonstrations, detailed guides, interviews, and behind-the-scenes content.
For example, a smartphone company could upload a complete product presentation rather than relying only on short promotional clips. A clothing brand could share a longer video showing how its products are made, while a travel company could present a detailed tour of a destination.
Small businesses could also benefit. A local shop might publish a video explaining its products, services, prices, and ordering process.
Such content could help customers make better decisions before buying something.
However, these possibilities depend on Instagram’s final feature design and the tools it makes available to businesses. It is too early to assume that every type of long-form content will receive special promotion or improved advertising options.
Challenges Instagram May Need to Address
Although longer horizontal videos could offer several advantages, Instagram may face some challenges before introducing the feature to a wider audience.
The first challenge is content discovery. Users need a simple way to find long videos that match their interests. If the platform does not recommend relevant content, creators may struggle to attract viewers.
Another issue is video quality. Longer videos can take more time and internet data to upload and watch. Users with slower connections may experience delays or buffering, particularly when watching high-quality videos.
This may matter in countries such as Pakistan, where internet speed, data packages, and network coverage can vary from one area to another. Creators and viewers may prefer options that allow videos to load smoothly without using too much mobile data.
Instagram will also need to consider how longer videos fit into its current design. The platform is widely known for quick browsing, and a long video may require a different viewing experience.
Monetisation could be another important factor. Professional creators often depend on advertising, brand partnerships, subscriptions, or other income sources. If Instagram wants to attract more long-form creators, it may need to offer competitive earning opportunities and useful performance reports.
Finally, the company will need to manage content moderation. Longer videos can contain more material that requires review under the platform’s rules. Handling this content effectively will be important as the service grows.
These challenges do not mean the feature will fail. They simply show that introducing longer videos involves more than increasing the maximum video length.
Will the Feature Be Available to Everyone?
The reported 90-minute horizontal video feature is being tested, so users should not assume it is already available on every Instagram account.
Technology companies frequently test new features with limited groups before deciding whether to launch them more widely. During these tests, a feature’s design, length limits, and availability can change.
Instagram may collect feedback to understand how creators use the feature and whether viewers are interested in watching longer videos.
The company could make adjustments before a broader release. It could also decide to expand the test gradually rather than making the feature available to everyone at once.
At this stage, the final launch date, supported accounts, and exact upload rules remain unconfirmed. Users should wait for an official announcement before making plans based on the reported feature.
Creators who are interested in longer content can continue preparing useful videos, but they should not assume that the new option will immediately become available to their accounts.
What Happens Next?
Instagram’s reported test of 90-minute horizontal videos points towards a wider shift in how social media platforms approach video content.
Short videos remain popular because they are easy to watch and share. However, audiences also want detailed information, longer discussions, and content that takes more time to explain.
By exploring longer horizontal videos, Instagram could give creators more freedom and offer viewers a wider range of content.
The feature could also strengthen competition with YouTube, especially if Instagram makes it easy to upload videos, reach interested audiences, and earn money from content.
Still, the actual impact will depend on the final product. A longer video limit may attract attention, but creators will also need good discovery tools, reliable playback, and useful earning options.
For now, the reported test is an indication of Instagram’s possible direction rather than confirmation of a full launch.
Conclusion
Instagram’s reported test of horizontal videos lasting up to 90 minutes could mark an important change for the platform. If introduced widely, the feature may allow creators to publish interviews, tutorials, podcasts, product reviews, and other detailed videos directly on Instagram.
It could give viewers more choices and help businesses share information in greater detail. It may also allow Instagram to compete more directly with YouTube in the long-form video market.
However, the company will need to address issues such as video discovery, playback quality, mobile data use, and creator earnings.
The feature remains under testing, and its final availability has not been confirmed. For now, users and creators will need to wait for further details to see whether Instagram turns this reported experiment into a widely available video feature.
Frequently Asked Questions (FAQs)
1. Is Instagram testing 90-minute videos?
Instagram is reportedly testing support for horizontal videos lasting up to 90 minutes. The feature is intended to expand the platform’s long-form video options, but its wider release has not been confirmed.
2. Why is Instagram testing longer videos?
The feature could help Instagram attract creators who publish detailed content, including interviews, podcasts, tutorials, and product reviews. It may also help the platform compete more directly with YouTube.
3. What is a horizontal video?
A horizontal video is wider than it is tall. It is commonly used for traditional YouTube videos, films, interviews, and other content that benefits from a wider view.
4. Will Instagram replace Reels with longer videos?
There is no confirmed information suggesting that Instagram plans to replace Reels. Longer videos could instead become another content option alongside the platform’s existing video features.
5. Will everyone be able to upload 90-minute videos?
That has not been confirmed. The feature is reportedly being tested, and Instagram may initially limit access to selected users or accounts.
6. How could the feature help content creators?
Creators could publish complete tutorials, interviews, reviews, and other detailed videos without splitting them into several short clips. They could also use Reels to attract viewers to their longer content.
7. How could Instagram compete with YouTube?
Longer video support could help Instagram attract creators and viewers who enjoy detailed content. However, competing effectively will also require strong discovery tools, reliable playback, and useful monetisation options.
8. Could businesses benefit from longer Instagram videos?
Yes. Businesses could potentially use longer videos for product demonstrations, brand stories, customer guides, and detailed presentations. The actual benefits will depend on the final feature and its available tools.
9. Will longer videos use more mobile data?
They can use more data than short videos, especially when watched at high quality. Actual data use depends on video resolution, compression, playback settings, and viewing time.
10. When will Instagram launch 90-minute horizontal videos?
An official launch date has not been confirmed. Users should wait for an announcement from Instagram before assuming that the feature will be available to everyone.
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