Instagram long videos of up to 90 minutes: what this means for businesses in Spain

“For a long time, I have been against doing long-form video on Instagram.” Those are the words of Adam Mosseri, head of Instagram. He has run the app since 2018. For years he argued that Instagram is strongest with short videos, because people send them to friends and talk about them in DMs more often. The push for long videos came from Tessa Lyons, Instagram’s VP of Product. On 26 October 2026 the two of them recorded a conversation about what is changing and posted it as a Reel on Mosseri’s account.

What Instagram has announced

The new format is called Features. These are horizontal videos up to 90 minutes long. That is enough for a full podcast episode, a stand-up comedy set or an hour-long masterclass. The length limit is not final yet, and Instagram is trying out different options.

Creators in Brazil got Features first, and now a small group in the US is joining the test. According to The Hollywood Reporter, Instagram wants to expand the US test to tens of thousands of creators. It has not given dates for other countries.

The news comes from a Reel by Mosseri and Lyons. In the caption, Mosseri writes that Instagram is testing long videos and new formats so that creators have room to tell their stories in more depth.

Where viewers will see long videos

Features will appear in the main feed and on the Explore page. The second part of the test is called “Clips as Reels”. A creator cuts a section from a long video and posts it as a Reel, and from that Reel the viewer can jump to the full version. A long video can also be sent to the Instagram app on your TV and finished there.

Instagram has had television on its mind for a while. The Instagram TV app launched in the US in December 2025 on Amazon Fire TV, and Google TV and Samsung TVs followed. Tessa Lyons explains that short videos alone are not enough for a big screen. In the TV app, Features will come first.

Instagram also promises to group related Reels into series. On a profile they will sit in order, like episodes of one show.

Instagram has tried long videos before

In 2018 Instagram launched IGTV, a separate app for long videos. It never found a big audience, and in 2022 IGTV was shut down. This time long video lives inside Instagram itself, and viewers reach it from Reels.

Reels are staying. Lyons says they will remain the core of Instagram. Mosseri hopes short and long videos will help each other: a viewer discovers a creator through a Reel and stays on to watch the full video.

Can you upload long videos on Instagram yet?

Not in Spain. Features are only available to people in the test in the US and Brazil. A standard Reel can be up to three minutes long. Instagram introduced that limit in January 2025 and promised at the same time to show three-minute Reels in recommendations on an equal footing with short ones.

For now, an hour-long conversation or a full livestream recording is easier to put on YouTube. Mosseri said Instagram will not ask creators to make videos for Instagram alone. The same video can go on both YouTube and Instagram.

No money from long videos yet

Instagram has no plans for now to share ad revenue with creators the way YouTube does. Today creators on Instagram earn mostly from brand deals and a little from fan support. A Meta spokesperson told TechCrunch that it is too early to talk about a long-term monetisation model for long videos.

For businesses, the news matters for a different reason. A company uses video to get noticed and to bring in clients. A long video gives you time to show, without rushing, how you work and why people can trust you.

What businesses in Spain can do now

You do not need to change anything today. But if you already film long videos, or plan to, it is worth keeping the new format in mind.

Film horizontally. Features are horizontal, and so is YouTube. Set up the camera so that you can later crop a vertical Reel from the same frame: the person in the centre, nothing important at the edges. Then one shoot covers YouTube and your Reels, and once Features reach Spain, the full video can go on Instagram too.

Here is our own example. The magazine’s podcast with Oleg Grechko of the SFERO property agency runs to 54 minutes. It was recorded in Russian, and the full version is on YouTube. The conversation also became four blog articles, the first on what €100,000 really gets you when buying property in Valencia. With Features, the whole episode could have gone on the magazine’s Instagram, with short clips leading viewers to it.

Think in series. A lawyer or a psychologist can record an hour-long conversation once a month, answering clients’ questions, and then post Reels from it for weeks. That is easier than coming up with a new video every day. Instagram’s new tools are built for exactly this: a series of Reels on your profile and a jump from a clip to the full video.

If there is nobody to film for you, a studio in Valencia can do it: Palette Production, our podcast partner, listed in the SunClub Business directory. The studio films interviews, podcasts and Reels for companies and estate agents. Their package “A month of content from one shoot” includes a filming day, one to two weeks of post-production, several main videos and short vertical clips, from €700.

And keep making short Reels. Long videos are watched by people who already know you and are deciding whom to trust with their business. Before that, they have to notice you somewhere, and on Instagram that is still a Reel. We looked at how social media, live events and a print magazine work together in our guide to promoting your business locally in Spain.

Frequently asked questions

What is Instagram Features?

It is a new format for long horizontal videos of up to 90 minutes. Instagram announced it on 26 October 2026 and is testing it in the US and Brazil for now. These videos appear in the feed and on Explore, and short clips posted as Reels lead to the full version.

Does Instagram allow long-form videos?

Only for people in the Features test so far. In Spain and other countries, a Reel can be up to three minutes long.

What is the maximum length of an Instagram Reel?

Three minutes. Until January 2025 the limit was 90 seconds.

How do I upload a long video on Instagram in 2026?

If your video is longer than three minutes, cut it into parts or put the full version on YouTube. Then post clips on Instagram as Reels and share the link in your profile and in Stories. Instagram lets some accounts upload longer files, but the limits vary from account to account and are not officially documented.

When will long videos come to Instagram in Spain?

Instagram has not given a date. We are following the news and will update the article once Features are available in Spain.

Will Instagram pay creators for long videos?

Not yet. Instagram is not offering a share of ad revenue the way YouTube does. Meta says it is too early to talk about a monetisation model.