Instagram Tests 90-Minute Videos: What It Means for Indian Independent Artists

For years, Instagram told musicians the same thing: keep it short. A 30-second hook, a quick studio clip, a dance trend. On 26 October 2026, that changed. Instagram announced it is testing Features, a new format for long, horizontal videos of up to 90 minutes, and Instagram head Adam Mosseri admitted he had long been against long-form video on the app.

For Indian independent artists, this Instagram long-form video test matters more than it first looks. Instagram is where most of your fans already discover you. If it starts rewarding full live sessions, interviews and "making of" films, the way you plan content around a release can change. In this explainer, we break down what Instagram actually announced, why it matters, and the simple steps you can take now so you are ready when Features reaches India.

What Instagram announced on 26 October 2026

Instagram revealed a bundle of video updates, all pointing in one direction: longer content and bigger screens.

• Features: long, horizontal videos for things like podcasts, vlogs, interviews and episodes. Instagram is testing lengths of up to 90 minutes. The test began in Brazil and is now expanding to a small group of select creators in the US, with more expansion planned in the coming months.
• Clips as Reels: creators can link up to eight Reels clips back to one longer video, so a short clip can send viewers to the full piece.
• Series: a dedicated profile section for episodic Reels. Instagram has been testing it since spring 2026 with creators in the US, India and Mexico, and plans to expand it to more countries by the end of 2026.
• Instagram on TV: the Instagram for TV app is now on Apple TV in the US, alongside Samsung, Fire TV and Google TV.

This is a big shift for a platform that shut down its earlier long-video product, IGTV, in 2022, four years after launching it.

Why Instagram long-form video matters for artists

Short Reels are great at one job: getting a stranger to hear eight seconds of your song. They are much weaker at the next job, which is turning that stranger into a real fan who knows your story, comes to your gigs and buys your merch.

Long-form video is where that deeper connection usually happens. Until now, most Indian artists have sent fans from Instagram to YouTube for anything longer, such as a full music video, a live set or a podcast appearance. Every jump between apps loses people along the way. If Features rolls out widely, an artist could keep the whole journey in one place: a Reel hooks the listener, Clips as Reels links it to the full live session, and the fan watches it without leaving Instagram.

The money question: don't expect ad revenue yet

Here is the honest part. Instagram is not sharing ad revenue on these videos. A Meta spokesperson said it is "too early" to share a long-term monetisation model, and that Instagram is exploring earnings from brands, fans and performance incentives. Mosseri even described Instagram's current performance-based payouts as losing money.

Compare that with YouTube, where creators in the YouTube Partner Program receive 55% of the ad revenue from their videos, according to TechCrunch. So for now, think of Features as a fan-building and discovery tool, not a new income stream. Your music income still comes from streams, downloads, live shows, brand deals and merch.

What it means for Indian independent artists

Features is not live in India yet. But Series is already being tested with Indian creators, and India is one of Instagram's most important markets, so it makes sense to prepare now rather than scramble later.

Content that fits a 90-minute format

You don't need to fill 90 minutes. You need content that is worth watching for longer than a minute. Ideas that suit independent musicians:

• A full acoustic or live session of your new EP, filmed horizontally
• A "making of" film: from the first voice note to the final mix
• A long chat with your producer or lyricist about the song's story
• A release-day listening session with fans in the comments
• A regional music special, for example walking fans through the folk roots of a Bhojpuri, Punjabi or Haryanvi track

Your music still needs to be on Instagram's music library

Whatever format wins, Reels and Stories only use your song properly when it is available in Instagram's audio library and linked to your official release. That happens through distribution. When fans use your track in their own Reels, each one is a small ad for your song that points back to your profile.

Instagram creates the spark, but streams and royalties happen on stores like Spotify, JioSaavn and YouTube Music.

What artists should do now: a 6-step plan

You can start preparing this week, even before Features reaches your account.

• Start filming horizontally. Shoot your next live session or studio day in 16:9 so you have long-form footage ready.
• Plan clips from one long video. One 20-minute session can give you eight Reels, which matches Instagram's Clips as Reels limit.
• Use Series if you get it. If Series shows up for your account, group your episodic Reels, such as "Making the EP, Part 1, 2, 3".
• Make sure your song is in the audio library. Distribute every release so fans can pick it for their own Reels and Stories.
• Keep YouTube in the mix. YouTube still shares ad revenue with Partner Program creators. Read our guide to the YouTube Official Artist Channel to bring your channels together there.
• Turn attention into income. Use long videos to promote what actually pays: shows, merch and streams. Our post on turning loyal fans into revenue has practical ideas.

How Maheshwari Visuals helps

At Maheshwari Visuals, our job is to make sure the spark on Instagram turns into real plays. With MV Distribution, you can release your songs on Spotify, Apple Music, YouTube Music, Instagram and 100+ stores, including Indian favourites like JioSaavn and Gaana. Releases can go live within 24 hours, you keep 100% of your rights, and our human support team replies within 24 hours.

When you are ready to push a release harder, MV Marketing can help with campaigns and playlist pitching, so the fans you win on Instagram have somewhere to go next.

Conclusion: get ready for longer stories

Instagram testing 90-minute Features is a clear signal: the platform where your fans discover you wants them to stay longer. Three things to remember. First, Features is still a small test in Brazil and the US, while Series is already being tested in India. Second, there is no ad-revenue share yet, so treat long videos as fan-building, not income. Third, the artists who win will be the ones who already have long-form footage, clips planned from it, and music that is properly distributed everywhere.

Your story is bigger than 30 seconds, and now Instagram is making room for it. If you want your next release ready for every platform your fans use, sign up for music distribution with Maheshwari Visuals and start building your audience today.

FAQs

What is Instagram Features?

Features is a new Instagram format, announced on 26 October 2026, for long, horizontal videos such as podcasts, vlogs, interviews and episodes. Instagram is testing lengths of up to 90 minutes.

Is Instagram Features available in India?

Not yet. The test started in Brazil and is expanding to select US creators. Instagram's related Series feature for episodic Reels has been tested with creators in India, the US and Mexico.

Does Instagram pay creators for long videos?

Not through an ad-revenue share right now. Meta says it is too early to share a long-term monetisation model and is exploring brand, fan and performance-based earnings.

How do I get my song into Instagram's music library?

Release it through a music distributor that delivers to Instagram. With MV Distribution, your song goes to Instagram along with Spotify, JioSaavn, YouTube Music and 100+ other stores.

Should I stop posting Reels?

No. Instagram says Reels remains a core part of the app. Use Reels to hook new listeners and long videos to deepen the connection with fans.

Source: TechCrunch, "Watch out, YouTube — Instagram goes from short-form to 90-minute videos", 26 October 2026; Social Media Today, "Instagram rolls out limited Features test in the US", 26 October 2026; Variety via Yahoo, 26 October 2026.