On October 26, 2026, The Hollywood Reporter reported that Instagram planned to begin a U.S. test of Features, horizontal videos up to 90 minutes long, with selected creators. The stated start date was October 26.
From a Reel to the full video
Creators could link a Reel to its associated Feature, letting viewers continue from a short clip to the full video. Instagram also planned to recommend Features on Explore and in other areas of the app. The report described the format for mobile; television viewing was a longer-term goal, and Instagram had begun testing how Features might appear on TV.
Who could take part
Instagram had already tested Features with creators in Brazil, according to the report. The planned U.S. test involved selected creators, with a plan to expand to tens of thousands. Emma Grede, Monet McMichael, Preston Rakovsky and Donald De La Haye were named as early participants.
Ads and brand deals
Instagram product vice president Tessa Lyons described a sponsorship-focused approach: creators could bring existing ad placements to Features, and Instagram would help creators without those relationships find brand deals. The report said participation would not require exclusivity.
The creator questions behind the format
A Reddit commenter, u/FoxExeYt, said they had more than 530,000 Instagram followers and earned $150 a month from static Instagram posts while their videos were not monetized. The commenter also said they earned more than $1,400 on YouTube during their first eight days of monetization. Those are the user’s self-reported figures, not a typical payout.
Another Reddit commenter, u/mg91red, said the link from a Reel to a full interview mattered more to them than the 90-minute ceiling, and suggested reusing a horizontal master video rather than making a separate production for Instagram.
