On 26 October 2026 Instagram introduced Features, a new format for horizontal videos of up to 90 minutes. It is being tested with selected creators in the US, so Swedish businesses cannot use it yet, but the direction is clear: Instagram wants people to watch for longer.
What has Instagram announced?
According to 9to5Google, Instagram head Adam Mosseri and VP Tessa Lyons explained the format in a video posted on Instagram (the post). Features are long, horizontal videos separate from Reels. 9to5Mac and The Nightly report a maximum length of 90 minutes. A shorter Reel can link to the full video, and long videos may be recommended in Explore.
Who can use it now?
Only a few. 9to5Mac says it was tested in Brazil and is expanding to select US creators. The Nightly says Instagram has not confirmed when creators elsewhere will get it. There is no confirmed date for Sweden.
How will creators earn money?
This is unclear. 9to5Google notes that Instagram has not mentioned a YouTube-style ad revenue share. Established creators can bring existing brand deals into the format.
What should small businesses do now?
Keep investing in short videos, collect long-form material you already have (interviews, webinars, demonstrations), let short clips lead to longer versions, and host long videos on your own site and YouTube too. Do not treat unconfirmed details as facts: we do not yet know about ads, measurement or the Swedish launch.
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Sources: Instagram (official post), 9to5Mac, 9to5Google, The Nightly