Instagram Tests 90-Minute Horizontal Videos, Taking Aim at YouTube Creators

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Instagram is testing 90-minute horizontal videos, signaling a direct push to win more long-form creator attention from YouTube.

Quick Report

Instagram is reportedly testing 90-minute horizontal videos, a significant expansion of the platform’s long-form ambitions. The move suggests Meta wants to pull a larger share of creator attention away from YouTube and into its own ecosystem.

The bigger story is not just video length but the format decision itself: horizontal long-form videos are shaped for a different kind of viewing experience than short vertical clips. If adoption picks up, it could reshape creator strategy, ad inventory, and how audiences decide where to spend time online.

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Source(s)

  • TPU