[Storika](https://www.storika.ai/)/Guides/Instagram’s Features Push

![Instagram features long form video brand impact 2026 - Storika](https://www.storika.ai/_next/image?url=%2Finsights%2Fink%2Finstagram-features-long-form-video-brand-impact-2026.jpg&w=3840&q=75)

# Instagram’s Features push: what 90-minute video means for brand creator deals

Last updated: November 7, 2026

Instagram launched Features on October 26, 2026, a new format letting creators post horizontal video up to 90 minutes long, and is reportedly paying select YouTube creators between $50,000 and $500,000 to bring long-form video to it. For brands, that means a creator’s Instagram output just gained a new, platform-funded format with its own rights and measurement questions.

## What is Instagram’s new Features format?

Features is Instagram’s new long-form, widescreen video format, announced October 26, 2026 by Instagram head Adam Mosseri and VP of product Tessa Lyons, letting creators post horizontal videos up to 90 minutes long instead of being limited to Reels-length clips ( [AV Club, “Instagram is trying out 90-minute videos,” published October 26, 2026](https://www.avclub.com/instagram-90-minute-horizontal-long-form-videos-rollout)).

It is built to work alongside Reels, not replace them: a viewer who sees a short clip from a Feature in their Reels feed can tap through to the full video without leaving the app.

Mosseri framed the move as a reversal of his own earlier position. “For a long time,” he said in the announcement video, he had been against long-form content on Instagram, worried it would crowd out the “friend connection” that short-form content preserves ( [Android Central, published October 26, 2026](https://www.androidcentral.com/apps-software/meta/instagram-wants-in-on-long-form-widescreen-videos-and-its-test-begins-now)). Lyons framed the shift differently, in terms of how creators already work: “creativity is so much more than just short-form video, or just posts and carousels.” Both described the two formats as needing to become “symbiotic” rather than competing, with Lyons adding that Reels will remain “at the core” of the platform even as Features rolls out.

Instagram first tested Features with creators in Brazil, per The Hollywood Reporter’s reporting (via AV Club, October 26, 2026), and is now expanding the test to a small group of US creators, with Mosseri saying the format is also headed to Instagram’s TV app over the coming weeks. “It’s early, and we’re testing and listening to feedback as we go,” he said.

## How much is Instagram paying creators for Features?

Instagram is reportedly paying some YouTube creators $50,000 to $500,000 to bring their long-form video content to Features, according to Business Insider’s original reporting as of October 30, 2026 ( [Winbuzzer, published October 30, 2026](https://winbuzzer.com/2026/10/30/instagram-reportedly-offers-youtube-creators-six-figures-for-longer-videos-xcxwbn/)). Meta confirmed it is directly funding some Features content, though payment schedules, contract length, and the total number of signed creators remain undisclosed.

The deals are nonexclusive: creators can keep their existing YouTube presence and existing brand sponsorships, multiple people familiar with the arrangements told Business Insider. One condition that has surfaced in reporting is timing, not exclusivity: Instagram has asked some creators to post their Features video the same day they release the equivalent video on YouTube, rather than giving Instagram a head start or an exclusive window. Instagram also plans to expand US access well beyond this initial paid cohort, to “tens of thousands of creators,” per The Hollywood Reporter’s reporting (via Winbuzzer, October 30, 2026), which signals this is meant to become a broad creator tool, not a permanently paid-only format.

What Instagram has not done yet is publish a long-term monetization model for Features the way YouTube has an established ad-revenue-share program. Mosseri addressed the gap directly on Threads, responding to creators who pointed out that the 90-minute format currently pays nothing from ads on its own: “We understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid,” he said ( [TheNextWeb, published November 1, 2026](https://thenextweb.com/news/instagram-features-youtube-creators-paid-deals)). Until that model exists, brand sponsorship money, not an Instagram ad-share payout, is what will actually fund most Features content for creators outside Instagram’s initial paid cohort.

## What does Features change about brand creator deals?

Features does not change who a brand can sponsor, but it adds a new, platform-funded format that a brand’s existing creator contracts probably do not mention by name, since it did not exist when most of those contracts were signed.

Beebom’s reporting (October 27, 2026) notes that Lyons said established creators can bring their existing branded deals and ad placements onto Features content, meaning a creator can run the same kind of sponsored segment inside a 90-minute Feature that they would run inside a YouTube video or a Reel.

That creates two practical questions for any brand currently sponsoring a creator who also takes an Instagram payment deal. First, usage rights: a contract written for “social content” or “Reels and posts” may not clearly cover a 90-minute horizontal format with its own distribution mechanics (Explore-page recommendation, tap-through from Reels clips) that Instagram is actively promoting. Second, exclusivity scope: if a brand’s agreement includes any exclusivity clause (a category lockout, a no-competitor clause, or a content-exclusivity window), that clause needs to explicitly name which formats and platforms it covers, because a creator’s new, separately negotiated Instagram payment deal is a second commercial relationship layered on top of the brand’s own, and the two can conflict if the contract language is vague about scope.

ContentGrip’s analysis names this precisely: creators taking Instagram payments “may have additional commercial relationships affecting usage rights, disclosure requirements, timing and the scope of a brand’s exclusivity clause” ( [ContentGrip, published October 30, 2026](https://www.contentgrip.com/instagram-features-creator-deals/)). That “disclosure requirements” piece is easy to miss. If a creator’s Features video carries both a brand’s paid sponsorship segment and a separate, undisclosed Instagram payment arrangement in the same upload, a brand should confirm the creator is disclosing each paid relationship distinctly rather than lumping them into one generic sponsorship disclosure, since the two are legally and commercially different things: one is a payment from the platform to post content at all, the other is a payment from the brand for a specific promotional message inside that content.

## How should brands measure performance on Features content?

Brands should treat Features content as a distinct measurement unit from Reels, not a rollup of the same creator’s overall Instagram numbers, because a single piece of content can now generate several different kinds of views across two formats at once.

ContentGrip’s analysis (October 30, 2026) lays out the specific distinctions brands need: clip impressions (a short Reels excerpt), completed full-video views (someone who watched the whole Feature), total watch time, and link clicks are four different signals, and collapsing them into one aggregate “views” number hides which part of the funnel actually worked.

That distinction matters most for attribution. A brand running a promo code or an affiliate link inside a Feature needs to know whether a conversion came from someone who watched the full 90-minute video or someone who only saw a 15-second clip in their Reels feed and clicked through on curiosity, since those are different buying signals that call for different creative and different follow-up. Brands should also separate organic distribution of a Feature from any paid promotion behind it, since ContentGrip notes the same creator video can carry multiple simultaneous commercial relationships (an Instagram payment deal, a brand sponsorship, and the creator’s own YouTube monetization) that each need their own reporting line rather than one blended performance number.

## What should a brand check before a creator’s Features content goes live?

Before a sponsored segment airs inside a creator’s Features video, a brand should confirm five specific contract and tracking points, covering usage rights, exclusivity scope, disclosure, measurement, and cross-platform timing.

-   **Usage rights.** The contract’s usage-rights language explicitly covers horizontal, long-form video, not just “Reels and posts.”
-   **Exclusivity scope.** Any exclusivity clause names Features by format, not just by platform, since “Instagram” as a word in an old contract may not anticipate a new Instagram-funded format.
-   **Disclosure.** The creator discloses the brand’s sponsorship separately from any Instagram payment arrangement on the same upload, rather than folding both into one generic disclosure.
-   **Measurement.** The brand has a way to tag and track the sponsored segment’s performance separately from the creator’s Reels-clip excerpts of the same video.
-   **Cross-platform timing.** The brand knows whether the creator is also running the same video on YouTube the same day, since a brand paying for a window of attention on one platform should know if that attention is split across two platforms simultaneously.

None of this requires waiting for Instagram to finish building out Features. A brand that treats each new format a creator posts to as its own line item in the contract, rather than assuming a blanket “social media” clause already covers it, avoids the ambiguity that shows up later when a dispute over usage rights or exclusivity actually has to be resolved.

## Where Storika fits

Storika does not have a Features-specific integration today, because Instagram itself has not yet published monetization or measurement tooling for the format. What Storika’s campaign management and reporting tools already support is the underlying problem this creates: tracking a creator’s sponsored output across multiple formats and platforms under one roster relationship, rather than treating each platform as a separate, disconnected deal.

Storika’s own creator database, which indexes more than 7 million creator profiles and over 80 million analyzed posts across platforms (re-verified September 6, 2026), already tracks a given creator’s output across Instagram, TikTok, and YouTube in one record, which is the same structural view a brand needs once a single creator’s content starts splitting across Reels, Features, and YouTube at once. A brand using Storika to manage a creator relationship can apply that same cross-platform structure to a creator who starts posting Features content, without needing a new tool for every new format a platform ships.

The practical move for a brand operator right now, before any Storika-specific tooling catches up to Features at all, is procedural: when a contract renews with a creator who has started posting Features content, add a one-line format rider naming every platform-funded format the creator currently posts to, rather than relying on the original contract’s general “social media” language to stretch to cover whatever a platform ships next.

## Frequently asked questions

### What is Instagram's Features format?

Features is a new Instagram video format, announced October 26, 2026, that lets creators post horizontal, widescreen video up to 90 minutes long, instead of being limited to the roughly 3-minute cap on Reels. It is designed to work alongside Reels: short clips from a Feature can appear in the Reels feed, with a tap-through to the full video.

### How much is Instagram paying creators to join Features?

Business Insider's original reporting, as of October 30, 2026, puts the payments at $50,000 to $500,000 for select YouTube creators Instagram is paying to bring long-form video to the format. Meta confirmed it is directly funding some Features content, though exact contract terms for most creators have not been disclosed.

### Do Features creator deals require exclusivity from YouTube?

No. The reported deals are nonexclusive, meaning creators can keep posting to YouTube and keep their existing sponsorships. The one timing condition that has surfaced in reporting is that Instagram has asked some creators to post their Features video the same day as the equivalent YouTube release, not to delay or withhold it from YouTube.

### Does Instagram have an ad-revenue-share program for Features yet?

Not yet. Adam Mosseri has said Instagram is exploring multiple options to help long-form creators get paid, but no ad-revenue-share model equivalent to YouTube's exists for Features today. Until one does, brand sponsorships are what will fund most Features content for creators outside Instagram's initial paid cohort.

### What should a brand's creator contract say about Features specifically?

A brand should confirm that usage-rights language explicitly covers long-form, horizontal video, that any exclusivity clause names the format and not just the platform, that the creator discloses the brand's sponsorship separately from any Instagram payment arrangement, and that it has a way to track a sponsored segment's performance separately from any Reels-clip excerpts of the same video.

## Related reading

Pair this guide with [Instagram Creator Marketplace](https://www.storika.ai/guides/instagram-creator-marketplace), [Instagram Reel Sponsorship Rates by Follower Count 2026](https://www.storika.ai/guides/instagram-reel-sponsorship-rates-by-follower-count-2026), and [Influencer Campaign Reporting Software](https://www.storika.ai/guides/influencer-campaign-reporting-software) for the broader picture of Instagram creator monetization and cross-platform measurement.

## Sources

-   [AV Club, “Instagram is trying out 90-minute videos”](https://www.avclub.com/instagram-90-minute-horizontal-long-form-videos-rollout), published October 26, 2026
-   [Android Central, “Instagram wants in on ‘long-form,’ widescreen videos and its test begins now”](https://www.androidcentral.com/apps-software/meta/instagram-wants-in-on-long-form-widescreen-videos-and-its-test-begins-now), published October 26, 2026
-   [Beebom Gadgets, “Instagram Launches Features to Take on YouTube with 90-Minute Videos”](https://gadgets.beebom.com/news/instagram-features-launches-take-on-youtube-with-90-minute-videos), Siddhartha Samaddar, published October 27, 2026
-   [Winbuzzer, “Instagram Reportedly Offers YouTube Creators Six Figures for Longer Videos”](https://winbuzzer.com/2026/10/30/instagram-reportedly-offers-youtube-creators-six-figures-for-longer-videos-xcxwbn/), Markus Kasanmascheff, published October 30, 2026 (citing Business Insider’s original reporting and The Hollywood Reporter)
-   [ContentGrip, “Instagram Features: Brand Sponsorship Implications”](https://www.contentgrip.com/instagram-features-creator-deals/), published October 30, 2026
-   [TheNextWeb, “Instagram pays select YouTubers up to $500K for Features”](https://thenextweb.com/news/instagram-features-youtube-creators-paid-deals), published November 1, 2026

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