Instagram Expands to 90‑Minute Videos, Setting Sights on YouTube

Instagram has begun to let users upload videos as long as 90 minutes, a shift from its short‑form Reel format. The feature, rolled out in stages this month, gives creators a new venue for longer‑form storytelling, tutorials, and live‑style content without having to switch to a separate platform. The change follows a series of updates aimed at keeping the app relevant as competition for attention intensifies across social media.

The long‑form option is being introduced through the existing Instagram Feed and the previously rebranded IGTV section, which will now serve as the hub for videos exceeding the typical Reel length. Early testers report a seamless upload process, and the platform is automatically generating cover thumbnails and captions to aid discoverability. Instagram says the rollout will expand to all accounts over the next few weeks, with analytics tools to help creators track performance.

For creators, the ability to host up to an hour and a half of video content could reduce reliance on external sites. Influencers, educators, and niche hobbyists can keep their audiences within the Instagram ecosystem, potentially increasing engagement metrics and ad revenue. Instagram has already hinted at monetization pathways such as ad breaks and fan subscriptions, which could be extended to these longer videos, offering a new income stream comparable to YouTube’s partner program.

YouTube remains the dominant platform for long‑form video, with billions of hours watched each month and a mature advertising infrastructure. However, Instagram’s massive user base—over a billion active monthly accounts—provides a built‑in audience that could attract creators seeking a more socially integrated experience. The move also aligns with broader industry trends where platforms blur the line between short and long content to keep users from migrating elsewhere.

Analysts caution that success will depend on how Instagram balances algorithmic promotion with user intent. While reels benefit from a highly tuned recommendation engine, longer videos may require different discovery signals. Advertisers will also weigh the relative reach and cost of placing ads in a 90‑minute Instagram video versus a traditional YouTube slot. Early data will likely determine whether brands allocate budgets to the new format.

Looking ahead, Instagram is expected to refine its editing tools, add chapter markers, and possibly integrate live‑stream replays to make the format more competitive. If creators and advertisers embrace the change, the platform could carve out a meaningful share of the long‑form market, challenging YouTube’s monopoly on extended video content. The coming months will reveal whether the feature is a strategic win or a niche addition to an already crowded social media landscape.