Instagram’s 90 Minute Videos – Is This the Future of Content Creation?

Instagram’s 90 minute videos are here (at least in test mode), and they’ve got the internet buzzing. For years, the app has been all about short, snappy clips. Now, it’s got you sitting down, settling in, and watching something the length of a feature film. That’s a massive about-face for a platform where we’ve typically just scrolled past things in three seconds.

So, what’s the deal, and should content creators be looking at this? Let’s put it simply.

What Is Actually Happening?

(Source – OpenAI)

Instagram has started testing horizontal videos (i.e., videos that are wide rather than tall, like a TV screen) that can be up to 90 minutes long. The test is currently limited to a small group of creators in the US, so we can’t upload one just yet.

Instagram has also been experimenting with a feature that allows creators to link a short clip to a longer video (i.e., a trailer that leads to the full video). Users may also see short clips from longer videos while browsing, rather than the full thing.

Another thing to note is that Instagram appears to be encouraging people to watch these videos on their TVs. So, it’s clearly aiming for lazy Sunday viewing rather than something you’d scroll through while waiting for your tea to cool.

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Why Is Instagram Doing This Now?

Here’s the short answer: YouTube. It’s been the place to be for long-form video, including podcasts, interviews, and tutorials. Instagram wants its share of that pie.

This isn’t Instagram’s first attempt. It launched IGTV a few years back to support longer videos, but the feature didn’t take off. It was shut down in 2022. This is effectively Instagram’s second attempt, with a better plan and a whole lot more users. Some will see it as a proper comeback. Others will see it as a second date after a bad first one.

What Does This Mean for Creators?

If you’re making long-form video (i.e., video that runs for several minutes, such as a full interview or a detailed how-to), this could be good news. Here’s why it matters.

• Podcasters can upload full episodes rather than cutting them into tiny chunks.
• Comedians can post a full stand-up set.
• Teachers and coaches can upload an entire lesson.
• Content creators can share detailed tutorials, behind-the-scenes videos, and in-depth discussions.

It could also help with watch time (the total amount of time people spend watching your content). Platforms often favour videos that keep people watching, so longer videos that hold attention may have an advantage. However, longer videos won’t automatically perform better. The content still needs to keep viewers interested.

Then there’s audience engagement (likes, comments, shares, and saves). People who watch a 40-minute video may develop a stronger connection with a creator than those who scroll past a 10-second clip. That can help build a more loyal audience.

Read More | Micro Influencer Rates in India: How Much Should You Pay?

Will This Replace Short Videos?

Not at all, and Instagram hasn’t said it will. Instagram Reels and other short-form videos are still a major part of the app. Short videos are great for discovery, while long videos can help you retain your audience once they’ve found you.

The smartest way to look at it is as a team effort. A short clip gets attention, while a longer video gives people a reason to keep watching.

A good video content strategy could incorporate both:

• Short teasers on Reels to attract new viewers.
• Longer videos to explain a topic or tell the full story.
• Clips from longer videos to encourage people to watch the complete version.

The Big Questions Nobody Can Answer Yet

Before anyone throws a party, there are still a few things that remain unclear.

• Will creators get paid? Money is obviously important, and Instagram hasn’t clearly explained how creators will earn from these longer videos. On YouTube, creators can receive a share of advertising revenue, which is a major reason many choose the platform.
• Will people actually watch? Our attention spans have been shaped by short clips. Asking people to watch 90 minutes on an app they usually use for quick browsing is a big ask.
• Will the feature reach everyone? At the moment, only a limited group of creators has access. Instagram hasn’t announced a confirmed date for a wider release.

Should You Start Making Longer Videos?

(Source – OpenAI)

You don’t need to panic or rebuild your entire content strategy at this stage. There’s absolutely no harm in being prepared, though. Here are a few simple steps to get started.

• Practise longer storytelling. Try making a 10- or 15-minute video and see how your audience responds.
• Repurpose what you already have. If you make podcasts or host live streams, you may already have plenty of long-form content ready to use.
• Keep your short clips going. They’re still useful for reaching new people and attracting attention.
• Watch for updates. Keep an eye on Instagram’s announcements to find out when the feature becomes more widely available.
• Study your audience. Check which topics get the most watch time, comments, and shares before investing in longer videos.

Read More | Beyond Views and Likes: How to Measure Creator Campaign Impact.

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Final Thoughts

Instagram’s 90-minute videos could open up new opportunities for creators, but it’s too early to say whether they’ll become the next big thing. The real challenge won’t be making longer videos. It will be giving people a good enough reason to watch them.

For creators, the best approach is to experiment without abandoning what already works. Keep using Reels to reach new audiences, explore longer storytelling where it makes sense, and pay attention to what your viewers enjoy.

If Instagram gets the viewing experience right and introduces fair ways for creators to earn, long-form video could become a valuable addition to the platform. Until then, treat it as an opportunity to prepare for, not a reason to change your entire strategy overnight.

Frequently Asked Questions

1. What are Instagram’s 90-minute videos?

They’re horizontal videos that can run for up to 90 minutes. Instagram is testing the feature with a limited group of creators.

2. Can anyone upload a 90-minute video to Instagram?

No. The test is limited to a select group of creators in the US. Instagram has not announced when the feature will become available to everyone.

3. Will long videos replace Instagram Reels?

Unlikely. Reels remain an important part of Instagram. Longer videos are expected to complement short-form content rather than replace it.

4. Why is Instagram adding longer videos?

Instagram appears to be aiming to compete more directly with YouTube, encourage longer viewing sessions, and expand the ways people watch content, including on TVs.

5. Will creators earn money from these videos?

That remains unclear. Instagram has not announced a confirmed payment model for these longer videos, so creators will need to wait for further updates.