Instagram tests 90 minute video format features without ad revenue share

Instagram is testing a new long-form video format named Features that allows select users to upload content up to 90 minutes long. Mashable, Memeburn, and Quasa.io all report that the test is underway, while FTMQ Creators reported earlier that the option is available to select creators in the United States. Vice President of Product Tessa Lyons announced the expansion in a video alongside Head of Instagram Adam Mosseri. [1][3][4][7]

The new format targets creators who traditionally rely on YouTube for long-form video hosting. Mashable reported that Lyons stated creators are already using short clips to drive discovery on Reels. She noted that while Reels remains a core part of the platform, the new format lets users access deeper content directly on Instagram. [1]

For video production businesses, the operational terms currently lack traditional monetization mechanisms. Memeburn, Quasa.io, and FTMQ Creators reported earlier that Instagram is not sharing ad revenue on these test videos. This structure contrasts with established long-form platforms that offer clear percentage revenue splits to creators. [3][4][7]

Instagram is owned by Meta Platforms and expanded into short-form content with Reels in 2020. Grokipedia notes that Meta reported over three billion monthly active users on Instagram in September 2025. Mashable also reported that Instagram is introducing an automated feature to edit the first draft of Reels for creators. [1][5][6]