Instagram 90-Minute Video: What Does the Features Format Mean for Brands?

Instagram is taking a new step beyond its short-form video focus. The Features format, which allows Instagram 90-minute video uploads, is currently in testing, and this development is an important signal for brands to rethink their content strategy. For businesses used to short Reels, long-form video brings both a new opportunity and a need for new preparation.

In this post, you will learn step by step what the Features format is, how the Clips as Reels feature works, and how you can build a long-form video content plan for your brand starting today. The goal is to make sure you are not caught off guard when the format rolls out to a wider audience.

What Is the Instagram Features Format?

According to a Gazete Oksijen report dated October 28, 2026, Instagram has started testing a new format called Features that allows horizontal videos of up to 90 minutes. Horizontal video means the wide-screen footage you watch by turning your phone sideways, just like on TV and YouTube.

According to R10, the format is currently being tested in the US with a small group of creators. In other words, the feature is not yet available to everyone, and since it is still in testing, it is unclear when it will reach other countries. Still, tests like this offer a good clue about which direction the platform is heading.

Why is Instagram moving toward long-form video?

The Gazete Oksijen report states the goal clearly: to keep users on Instagram instead of having them go to YouTube to watch long-form content. In other words, Instagram wants to keep viewers' time within its own platform and compete more directly with YouTube in the long-form video space.

Clips as Reels: Short Content from Long Videos

The second feature being tested alongside Features is Clips as Reels. According to Gazete Oksijen, this feature lets creators make Reels from their long videos. As R10 reports, selected segments from long videos will be shareable in Reels format.

This may be the most practical innovation for brands. Pulling multiple pieces of short content from a single long shoot can lighten the content production workload. Short Reels can also work like a storefront that drives viewers to the full long video.

What Does This Mean for Brands?

Although the Features format is still in testing, there are a few clear lessons brands should take from this development. We can group them under three headings.

1. Content depth may become more important

Short videos are great for grabbing attention, but they are often not enough to explain a product in detail, show a process, or build trust. Long-form video opens up a space where your brand can showcase its expertise. Your followers can get to know you not just in a brief moment, but over a longer conversation.

2. An integrated strategy on a single platform

Many brands today use Instagram for short content and YouTube for long content. If Instagram achieves its goal, it may become possible to reach the same audience with both short and long content from a single platform. This could simplify content planning, but it does not mean you should abandon YouTube.

3. Content repurposing will become standard

The Clips as Reels feature turns the "shoot once, use many times" approach into a native platform tool. Brands that plan their long videos from the start so they can be split into segments will get far more value from this feature.

How to Build a Long-Form Video Content Plan

Preparing now, instead of starting from scratch when the format arrives in Turkey, will save you time. The following steps can be a good starting point:

1. Define your goal: What do you want to achieve with long-form video? Building trust, providing product education, telling your brand story, or supporting sales each require different types of content.
2. List your audience's questions: Gather the questions your customers ask most often, along with requests that come through comments and messages. These are the most solid source for long-form video topics.
3. Create a topic calendar: Prepare a monthly or biweekly long-form video calendar. Consistent publishing strengthens your viewers' habit of following you.
4. Build a segment structure: Divide each long video into meaningful, self-contained segments. This makes it easier to pull short content with tools like Clips as Reels.
5. Connect short and long content: Think of your Reels as trailers for the long video. Spark curiosity in short content and deliver the details in long content.
6. Measure and adjust: Track which topics are watched longer and at which points viewers drop off, then update your next plan accordingly.

Which Content Types Work Well for Long-Form Video?

Not every topic needs to fill 90 minutes. What matters is that the length matches the value of the content. Here are some content types suitable for long-form video for brands:

• Educational and how-to content: Videos explaining how to use your product, setup steps, or the basics of your industry.
• Behind-the-scenes content: Your production process, teamwork, or how a project comes together from start to finish.
• Interviews and conversation shows: Long, podcast-style conversations with industry guests or your team.
• Product reviews and comparisons: In-depth walkthroughs for products and services that need detailed presentation.
• Event and launch recordings: Full recordings of live events, seminars, or product launches.

Technical Preparation: Switching to Horizontal Shooting

Most Instagram content today is shot vertically. The Features format, however, is built on horizontal video. That is why it is worth thinking ahead about a few changes on the production side as well.

• Shooting setup: Prepare a tripod that holds your camera or phone in landscape position, along with a suitable lighting setup.
• Framing plan: If you shoot horizontally and plan to cut vertical Reels later, keep key visual elements in the center of the frame. That way, no information is lost when cropping.
• Audio quality: Nothing drives viewers away from a long video faster than bad audio. Even a simple lavalier mic makes a big difference.
• Captions: Plan to add captions for people watching with the sound off and for accessibility.
• Editing: To keep the pace up in long videos, cut unnecessary pauses and make segment transitions clear.

What Should You Do Now?

Since the Features format is still in testing, there is no need to make hasty decisions. But there is also no need to wait to start preparing. Here are the most sensible steps you can take right now:

• Analyze which topics from your existing short videos get the most engagement.
• Try at least one of these topics as a long video and publish it on other channels for now.
• Identify the equipment and workflow needed for horizontal shooting and editing.
• Start building the habit of pulling short content from long videos within your team today.

These preparations will help you be among the first brands to move when the format becomes available in Turkey. Since planning long and short content together requires an organized workflow, it is important to clarify your content production process now.

If you would like to build your long-form video content plan together, take a look at Collapssi's social media management service.

Frequently Asked Questions

What is the Instagram Features format?

Features is a new video format that Instagram is testing, allowing horizontal videos of up to 90 minutes.

Is the Instagram 90-minute video feature available in Turkey?

According to reports, the format is currently being tested in the US with a small group of creators. It is not yet known when it will become available in Turkey.

What does the Clips as Reels feature do?

Clips as Reels is a feature currently in testing that lets selected segments from long videos be shared in Reels format.

How should brands prepare for long-form video now?

Setting a goal, building a topic calendar based on your audience's questions, planning videos so they can be split into segments, and setting up a horizontal shooting workflow are a good start.

If Instagram moves to long-form video, should I leave YouTube?

No. Although Instagram aims to keep users on its platform, a safer approach is to maintain your YouTube presence while testing the new developments on Instagram.

Sources

• Instagram Is Getting a 90-Minute Video Feature - Gazete Oksijen
• Instagram's New Move to Rival YouTube: 90-Minute Videos Are Coming - R10