Instagram just announced it's testing 90-minute videos.
If you missed it:
The new format is called Features.
Horizontal videos, up to 90 minutes long, built for podcasters, vloggers and long-form creators.
🎬 They show up in the main feed and on Explore
✂️ You can link your Reels to the full video, so a short clip sends people to the whole thing
🇺🇸 It's only being tested with selected US creators for now (no word on Australia yet)
In January this year, Alessia predicted creators would start moving into long form content in 2026. This feels like an early sign of it.
Right now, anyone can make a short-form video.
Talk to camera, let AI edit it, post it in 10 minutes.
So what makes a creator stand out?
We think it's the ability to hold attention and build a real community.
Sure, people might watch you for 15 seconds.
But will they spend 40 minutes with you on the train ride home?
25 minutes on your live stream before bed?
50 minutes listening to your podcast?
The more time someone spends with you, the more connected they feel to you.
Now, don't panic!
There's no need to rush into it.
But this might be a signal that short form has 1 to 2 years left as king, before long form takes over again.
Now the bit we're less sure about.
Instagram has tried this before.
It was called IGTV. It launched in 2018 with its own app, never really took off, and the app was shut down in 2022.
Is there actually an appetite for long videos on Instagram?
Beating YouTube is going to be really hard.
And then there's the money.
YouTube pays.
Qualifying creators get 55% of the ad revenue on their long-form videos. Instagram says it isn't planning to share ad revenue on Features for now.
If Instagram wants to take on YouTube, it's going to have to pay its creators.
Otherwise, it's a waste of time.
What do you think? Hit reply and let us know!
Speak soon,
Taz & Alessia
Creators Club Australia
Our last 30 Day Challenge for 2026 is starting on Monday!
The 30 Day Challenge is a group mentorship program that runs over 4 weeks.
Within the month, you'll learn the proven systems for building and monetising your socials.
This is the single most comprehensive program for creators in Australia & New Zealand.
And we believe that to be the case because we have earned over $1M working with brands and are teaching you those same foundational principles that we use EVERY DAY as creators!
We've been perfecting the program over four cohorts.
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We already have 15 creators signed up and ready to start on the 2nd November.
Now we're just waiting on you!
Watch our recent podcast episode with @alecia_katee:
This Is What Unstoppable Looks Like
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