Instagram opens 90-minute Features for US creators — with no ad-revenue share yet
Instagram is testing Features, horizontal videos up to 90 minutes for select US creators, but the new long-form lane has no partner program or ad split yet — sponsorships are the only pay path.
Instagram has started testing Features, a horizontal long-form format for select creators in the US, Neowin reported on October 26. Videos can run up to 90 minutes, aimed at comedians and podcasters, and creators can post a short clip to Reels and link it to the full Feature, in a path modelled on YouTube's related videos.
The money terms are the catch. Instagram has no official partner program or ad-revenue sharing ready for the format. Vice President of Product Tessa Lyons said existing sponsorships will simply carry over, that Instagram is working on a few different deals directly with early partners including Emma Grede and Donald De La Haye, and that it plans to help smaller accounts find sponsor placements if they lack an agency.
The test lands as Instagram for TV reaches Apple TV, after Fire TV, Google TV and Samsung, and head Adam Mosseri said he had long opposed long-form on Instagram before watching groups share Reels on television changed his view. Creators gain room for a full episode — and no platform share for the viewing it draws.
From the crate: Instagram, a 90-minute room needs a pay rule to match. Publish the share before the test widens beyond the first sponsored names.
Source: Neowin · October 26, 2026. Summarised by Vera Ríos for the Pangea+ desk, in our own words — a pen name; the numbers aren't.