Instagram is testing Features, a new format for horizontal videos up to 90 minutes long. On October 26, 2026, the company announced that it was expanding the test to the United States after launching an experiment in Brazil. The following day, Instagram head Adam Mosseri confirmed that the team was looking for ways to pay creators of long-form videos. However, the platform has not yet introduced a finalized monetization model comparable to YouTube’s.
Key Takeaways
- Instagram Features allows creators participating in the test to publish horizontal videos up to 90 minutes long.
- The format was tested in Brazil, and starting October 26, access began rolling out to selected creators in the United States.
- Clips as Reels lets creators link up to eight short videos to a full-length video.
- On October 27, Adam Mosseri confirmed that Instagram is considering several ways to compensate creators.
- The platform has not announced an ad revenue share, RPM, minimum creator eligibility requirements, or a launch date for monetization.
- YouTube already pays partners 55% of net advertising revenue from monetized long-form videos under the relevant module of its partner program.
How Instagram Features Works
Features is a separate format for long-form horizontal videos that Instagram is developing for podcasts, interviews, vlogs, comedy shows, and other content that does not fit the usual Reels format.
The new format was presented by Instagram head Adam Mosseri and Vice President of Product Tessa Lyons. Their idea is that short clips should help viewers discover full episodes rather than compete with those episodes for attention.
To make this possible, Instagram is testing Clips as Reels: a creator can link up to eight Reels to one long-form video. Viewers can move from a short excerpt to the full version without having to search for the content on another platform.
The company is also developing Series, a tool for grouping thematically related Reels. It is a separate feature that may be useful for episodic content, but it is not the same as Features.
Another area of focus is viewing on television. Instagram is expanding its presence in TV apps, including on Apple TV in the United States. This matters for long-form videos: the platform is testing not only longer runtimes but also a different way of consuming content.
What Adam Mosseri Said About Monetization
On October 27, Mosseri posted a clarification about Features on Threads. He stressed that development would take time, the feature had not fully launched, and access was being expanded gradually.
The Instagram head also acknowledged the importance of a viable financial model for creators and said the team was exploring several ways to pay for long-form content.
However, his post did not promise an advertising revenue-sharing system based on YouTube’s model. Meta did not specify a payout percentage, view or follower requirements, supported countries, or a timeline for launching the program.
A Meta spokesperson also told TechCrunch that the company is considering revenue from brands, audiences, and the platform itself, including payments based on content performance. There is no finalized long-term model yet.
Why Instagram Cannot Simply Copy YouTube
YouTube has a clearly defined contractual model for creators who meet the requirements of its partner program. Under the Watch Page Monetization Module, a creator receives 55% of net advertising revenue from eligible ads on long-form videos.
But even on YouTube, payment is not guaranteed for every view. Revenue depends on advertising demand, audience geography, the number of monetized views, and other factors.
Instagram does not yet have a comparable publicly available program for Features. And the problem goes beyond payout amounts.
In an interview with Colin and Samir, Mosseri explained that Instagram’s existing limited video performance bonus programs are economically unprofitable: the platform spends more on payouts than it earns in additional revenue from the content those incentives encourage.
Mosseri also noted that ads before or during videos could make revenue sharing easier, but that format could worsen the user experience. For Instagram, which has historically focused on short videos and rapidly switching between them, this is a significant trade-off.
Which Monetization Models Instagram Is Considering
Meta’s public statements point to three approaches, but none has yet been announced as a universal Features monetization program.
Brand Partnerships
Branded integrations are already one of the main sources of income for Instagram creators. Longer episodes could provide more room for sponsored segments, product demonstrations, and interviews with partners.
However, this is not an automatic payment from Instagram. The terms, cost, and effectiveness of an integration depend on the agreement between the creator and the advertiser.
Payments from Audiences
Meta has mentioned the possibility of earning money from fans. Instagram’s broader ecosystem already includes tools that allow audiences to support creators, but the company has not confirmed a dedicated subscription or pay-per-view model specifically for Features.
Payments from Instagram
Meta is exploring incentives linked to content performance. During the test, the company is also funding the production of selected long-form videos in collaboration with creators.
However, individual agreements with test participants do not mean that an open program paying creators for views has launched. The terms of those deals cannot be generalized to all Instagram creators.
What Instagram Is Already Testing — and What Is Still Missing
| Feature | Status as of October 29, 2026 |
|---|---|
| Features videos up to 90 minutes | Limited testing |
| Clips as Reels | Testing and gradual expansion |
| Series | Testing in selected countries |
| TV viewing | Gradual expansion |
| Payments for Features views | No general program announced |
| Advertising revenue sharing | Terms and percentage not announced |
| Global launch of Features | Date unknown |
How the New Approach Differs from IGTV
Instagram has tried developing long-form video before. In 2018, the company launched IGTV, which supported videos up to one hour long. The standalone IGTV app was later discontinued, and its video features were integrated into the main Instagram app.
The new attempt differs in its emphasis on connecting short and long formats. Rather than creating a separate video ecosystem, Instagram wants to use Reels as a discovery tool for full episodes.
In theory, this could help creators who already have an Instagram audience keep viewers on the platform. However, there is no confirmed evidence that this approach generates more views or higher revenue than publishing full videos on YouTube.
What This Means for Creators and Marketing Teams
For creators of podcasts, interviews, and educational content, Features could shorten the path from a brief teaser to a full episode. Audiences would not need to leave Instagram to watch longer content.
For brands, this could create additional opportunities for sponsorships and integrations. But it is too early to speak of a new ad placement with known pricing, available inventory, or guaranteed effectiveness.
Teams already working with short-form video should pay attention to the “short excerpt — full episode” approach. UAGEEK previously covered content testing with Trial Reels and Instagram First Draft’s automated video editing tool.
At the same time, investing in production specifically for Features solely in anticipation of future payouts is risky. For now, it makes more sense to evaluate the format based on audience retention, click-throughs from Reels to the full video, subscriptions, and commercial integrations.
The Key Question Is Not Video Length, but Economics
Instagram has already demonstrated its technical direction: long-form horizontal videos, integration with Reels, and TV viewing. But its financial model remains undefined.
To compete with YouTube for creators of major productions, Meta needs to offer not only additional reach but also a predictable way to earn money. Whether that will involve advertising revenue sharing, performance-based payments, or another system is something the company has not yet publicly decided.
Sources for Verification
Sources for Verification
Adam Mosseri, Threads, October 27, 2026. Original source for the statement about the gradual testing of Features and the search for monetization models.
Adam Mosseri’s post
Social Media Today, October 26, 2026. Details about the Features rollout, the 90-minute video limit, Clips as Reels, and the geographic scope of testing.
Instagram tests long-form video
9to5Google, October 26, 2026. Description of Mosseri and Lyons’s presentation and the absence of any announced advertising revenue-sharing arrangement.
What is known about Features and monetization
NetInfluencer, October 28, 2026. Analysis of Mosseri’s explanation of why current bonus programs lose money and the potential ways creators could earn revenue.
Why Instagram is seeking a different payout model
YouTube Help — How YouTube partners earn revenue. Official confirmation of the 55% share of net advertising revenue under the long-form video monetization module.
YouTube revenue-sharing rules
