Instagram takes on YouTube with new 90-minute horizontal video format
Instagram has started testing a new long-form horizontal video format with select creators in the U.S.
Instagram is making a major push into long-form video content by challenging established streaming giants. According to a report by The Hollywood Reporter, the platform has begun testing a new horizontal video format allowing select creators and podcasters in the U.S. to upload extended videos.
The new testing phase enables creators to share horizontal videos that are up to 90 minutes long. This strategic shift demonstrates Instagram's intent to move beyond short-form content like Reels and directly compete with platforms like YouTube for longer, more immersive video viewing.
At this stage, the feature is strictly in testing mode and limited to a select group of U.S. creators. If the trials prove successful, it could fundamentally change how creators approach video publishing and how users consume media on the app.
For creators and digital marketers worldwide, this experiment highlights the ongoing convergence of social media and traditional long-form video platforms. As Instagram evolves, it opens up new strategic possibilities for podcasters, educators, and digital creators looking to reach audiences with deeper, uninterrupted content.
