Instagram is testing "Features", a new format for horizontal videos up to 90 minutes long. Instagram head Adam Mosseri and product chief Tessa Lyons announced the test on 26 October 2026, with a small group of creators in the US and some in Brazil (The Next Web). There is no date yet for a wider rollout or for the UAE. For UAE brands, the opportunity right now is not posting 90-minute videos tomorrow. It is planning the series, the creator partnerships and the short clips that will be ready when Features arrive.
What are Instagram Features?
- Long, horizontal videos of up to 90 minutes, aimed at podcasts, shows, interviews, comedy and vlogs.
- Shown in the main feed and Explore, not hidden in a separate app.
- Prioritised on Instagram's TV app, so people can watch them on the big screen.
- Linked Reels: Instagram is testing Reels that link to a full-length Feature, so a short clip becomes the trailer for the full episode.
- Series: creators will be able to group related Reels into a series on their profile.
When will Features reach the UAE?
Instagram has not said. Here is how its push into long-form and TV has rolled out so far:
| When | What happened |
|---|---|
| December 2025 | Instagram's TV app starts testing on Amazon Fire TV in the US |
| February 2026 | The TV app expands to Google TV |
| June 2026 | The TV app reaches Samsung smart TVs; Meta outlines plans for longer creator videos, series and live shows |
| 23 October 2026 | An Instagram app appears on Apple TV, with Reels, longer videos and live shows, according to its App Store listing (MacRumors) |
| 26 October 2026 | Features announced and tested with creators in the US and Brazil |
Instagram has not given a timeline for wider access. We will update this article when Features reach more markets.
How is this different from Reels and IGTV?
Instagram has tried long video before. IGTV launched in 2018 as a separate app and was shut down in 2022. Features are different in three ways: they are horizontal rather than vertical, they sit in the main feed and Explore rather than a separate app, and they are built for TV screens as well as phones. Reels remain the short-form format for discovery, and linked Reels are designed to send those viewers on to the longer video.
How will creators and brands make money from Features?
For now, Instagram is not sharing ad revenue from Features with creators, although it has not ruled it out (The Next Web). Mosseri has said that on Instagram, creators "primarily get paid by brands" (Later).
That makes brand sponsorship the main way long-form creator content on Instagram will be funded, at least at first. For brands, it is closer to sponsoring a show on TV than to boosting a Reel.
What does this mean for UAE brands?
- Long-form content gets a home where your audience already is. Instagram's advertising tools reach about 8.1 million people in the UAE (DataReportal, Digital 2026: UAE).
- Sponsoring creator series becomes a real option. Recurring shows with a consistent host suit the format best, and early sponsors can help set prices and terms.
- Short clips become trailers. A Reel that links to the full episode turns discovery into longer watch time with the same audience.
- Viewing moves to the living room. Instagram's TV app includes a way to watch with friends and family, which suits family brands, property, food and lifestyle.
Ideas by industry:
| Industry | A Features idea |
|---|---|
| Real estate and holiday homes | Full property tours and community guides for Dubai neighbourhoods |
| Cafés and restaurants | A chef or founder series behind the menu |
| Beauty and aesthetics | Treatment explainers and expert Q&As |
| Lifestyle and fashion | Styling shows and behind-the-scenes of a collection |
| B2B and professional services | A founder podcast or industry interview series |
What should brands do now?
- Plan a series, not a one-off. Pick one recurring format your audience would come back for.
- Film horizontally when you can. The same footage then works for Features, YouTube and TV screens.
- Cut short clips from every episode. Use them as Reels now, and as linked trailers once Features reach the UAE.
- Choose creators for watch time, not just followers. Ask for completion and average watch time data before signing.
- Agree usage rights up front. Make sure you can reuse cut-downs as Reels and ads, and confirm how views will be reported.
- Keep investing in Reels. Short video is still how new people discover you, and it will be what sends them to the long version.