Overview
- Instagram began limited tests of a new product called Features on October 26, rolling the trials out first in Brazil and then to a select group of U.S. creators.
- Features lets creators upload horizontal videos up to 90 minutes and adds an in-app flow so viewers can tap from a short Reel into the full long-form player.
- Instagram is also testing companion tools named Clips as Reels, which can turn up to eight short fragments into Reels linked to a long video, and Series to group related Reels on a creator’s profile.
- The move is a strategic push to keep creators and long-form audiences on Meta’s platform, extend viewing to Apple TV, Google TV, Samsung and Fire TV apps, and open more inventory for advertisers.
- The rollout is staged and mobile-first with no public launch date, leaving questions about creator pay, large-scale moderation, and how ads will be inserted as the company expands tests.