Instagram Goes Long: What 90-Minute "Features" Mean for NZ Businesses

For the past few years, every social platform has been chasing the same thing: short, vertical video. Instagram built its whole strategy around Reels. Now it is heading in a different direction.

This week, Instagram announced it is testing a new type of video called "Features". These are horizontal videos up to 90 minutes long, aimed at podcasters, comedians and other creators who make longer content.¹ ² It is a notable shift for a platform that has spent most of the 2020s telling us to keep things short.

The reality is that this is still a test, and it is not available in New Zealand yet. But the direction is clear, and the businesses that plan for it now will be in a much better position if and when it lands here.

Here is what is changing, why it matters, and what you should actually do about it.

What Instagram is testing

There are a few connected updates in this announcement. Together, they show Instagram trying to keep people on the platform for both short and long content, rather than losing them to YouTube.

Features: long-form, horizontal video

Features are widescreen videos of up to 90 minutes.¹ ² According to early coverage, they will show up in the main feed and on the Explore page, and they can also be watched on Instagram's TV app.² ⁴ Instagram has told one outlet it is still looking at different length limits, so the 90-minute cap may change as the test goes on.⁵

Clips as Reels: short videos that lead to the full thing

Instagram is also testing a feature called "Clips as Reels". Creators can cut Reels out of their long-form video, and those Reels link viewers straight to the full version.¹ Instagram's VP of Product, Tessa Lyons, described it like this: "you see a clip of a podcast that you love, you can just click and continue watching or watch the full video".²

Series: a home for episodic Reels

Instagram is working on Series, a hub on a creator's profile for episodic Reels. Think of a set of connected videos that people can watch in order, similar to TikTok's playlists.¹ ²

Better discovery for Live

The platform is also working on improved discovery for Live video.¹ ³

The takeaway: Instagram is not replacing Reels. It wants short clips to act as the front door to longer content. As Lyons put it, "Reels is still going to be a core part of Instagram. But when you want to go deeper with the creators you love and the content that they're creating, you should be able to do that on Instagram."¹

Where the test is running (and where it is not)

Let's be honest about timing. Features and Clips as Reels have been tested with selected creators in Brazil and are now expanding to a small test in the United States.¹ ³ The Hollywood Reporter says Instagram plans to grow the US test to tens of thousands of creators.²

There is no New Zealand date. Meta told one outlet it will expand gradually as it learns from the test and does not yet have a date for a wider launch.⁵ There is also no long-term monetisation model yet. A Meta spokesperson told TechCrunch it is "too early to share a long-term monetization model".¹

It is also worth remembering that Instagram has tried long-form before. IGTV launched years ago and has since been shut down.¹ Tests do not always become permanent features.

The takeaway: Do not overhaul your whole strategy based on a test. But do start shaping your content so it works in both formats, because that is useful no matter what Instagram decides.

Why this matters for NZ businesses

For most small businesses, Instagram has been a place for quick content: a product shot, a behind-the-scenes Reel, a promo. Anything longer usually lived on YouTube, your website or a podcast app.

If Features rolls out widely, that split starts to blur. A few things change:

• Depth can live where your audience already is. If your followers are on Instagram, you may soon be able to give them the full webinar or interview without sending them somewhere else.
• Short content gets a clear job. Reels stop being the whole story and become the trailer. That makes it easier to plan, because every clip has a purpose.
• Expertise becomes easier to show. Service businesses, trades, clinics and consultants often struggle to explain what they do in 30 seconds. A longer format gives you room to show real knowledge, which is exactly what builds trust with Kiwi customers.
• The TV screen comes into play. Instagram's TV app will prioritise Features, which means your content could be watched on a big screen, not just a phone.⁴

Instagram head Adam Mosseri summed up the goal: "trying to make it so that the short-form and the long-form video can be symbiotic."¹ For businesses, that is the key idea. One good piece of long content can feed weeks of short content, and the short content sends people back to the long version.

What you should do now

You do not need to wait for Features to arrive in New Zealand to get ready. Most of this work pays off on YouTube, LinkedIn and your website in the meantime.

1. Look at what you already have

Many businesses are sitting on long-form content without realising it. Go through your:

• Podcasts or recorded interviews. These are the most obvious fit, and Instagram is clearly targeting podcasters.²
• Webinars and workshops. A 45-minute webinar is a ready-made Feature, plus a handful of Reels.
• How-to videos and demos. Product walkthroughs, installation guides and "how we do it" videos all suit a longer format.
• Event recordings and panel talks. If you have spoken at an event, check whether you can use the footage.

2. Plan long first, then cut short

Change the order you create in. Start with one longer piece, then pull out the best moments as Reels. This is the same "record it, slice it" approach we recommend for founder-led content, and it fits perfectly with how Clips as Reels is designed to work.

3. Film so it works both ways

Features are horizontal, while Reels are vertical. When you record, frame your shots so the important action stays near the centre. That way, you can crop to vertical for clips without losing anything. Add captions to everything, and keep your audio clean. Viewers will forgive average lighting long before they forgive bad sound.

4. Think in episodes

Series suggests Instagram wants people to come back for the next instalment. Instead of one-off posts, plan a short run: a five-part "ask the expert" series, a monthly Q&A, or a seasonal set of tips. Consistency beats one big shoot every time.

5. Do not abandon YouTube

YouTube is still the home of long-form video, and its content shows up in Google search. Treat Instagram long-form as an extra channel for the same content, not a replacement. Upload to both and see where your audience actually watches.

6. Measure what matters

When long-form arrives, likes will tell you very little. Focus on:

• Watch time and completion. Are people watching the full video, or dropping off early?
• Clip to full-video movement. Are your Reels actually sending people to the longer content?
• Profile visits, follows and DMs. These are the signs that someone is moving from viewer to potential customer.
• Enquiries and sales. Track website clicks and leads so you can tie content back to real business results.

Start building these habits now with your existing Reels and YouTube videos. You will have a baseline to compare against when the new formats arrive.

The Bottom Line

Instagram's move into long-form video is still an early test in the US and Brazil, and nothing is guaranteed. But the message is clear: platforms want depth as well as speed, and they want short clips to lead somewhere.

For NZ businesses, that is good news. You do not need a studio or a big budget. You need a useful long conversation, a few sharp clips and a plan to keep doing it. Start with what you already have, film with both formats in mind, and measure what actually leads to customers.

If you want help turning your podcasts, webinars or expertise into a content plan that works across Instagram, YouTube and your website, we can help.

Let's grab a coffee and talk.

References

1. Silberling, A. (2026, October 26). Instagram goes from short-form to 90-minute videos. TechCrunch. https://techcrunch.com/2026/10/26/watch-out-youtube-instagram-goes-from-short-form-to-90-minute-videos/
2. Huston, C. (2026, October 26). Instagram Tests 90-Minute Horizontal Videos in Major Play for Podcasters and Creators. The Hollywood Reporter. https://www.hollywoodreporter.com/business/digital/instagram-tests-90-minute-videos-podcasters-creators-1236739929/
3. Peters, J. (2026, October 26). Instagram chases YouTube with a push for longer, widescreen videos. The Verge. https://www.theverge.com/tech/1018688/instagram-longform-widescreen-video-features-youtube
4. Instagram tests 90-minute horizontal videos called Features. (2026, October 26). The Next Web. https://thenextweb.com/news/instagram-tests-90-minute-horizontal-videos-called-features
5. Instagram testa vídeos de 90 minutos no feed para competir com o YouTube. (2026, October 27). TechTudo. https://www.techtudo.com.br/noticias/2026/10/instagram-testa-videos-de-90-minutos-no-feed-para-competir-com-o-youtube-edapps.ghtml