Instagram May Give Us 90 Minutes. But Has It Earned the Whole Story?

A GEMZIGHTS perspective on long-form video, creative discovery and whether artists should divide their deepest content between Instagram and YouTube.

Just when we artists thought we had finally mastered the fine art of turning a three-minute labour of love into a loopable 30-second hook, Instagram appears to be moving the goalposts again. 👀

The platform is testing Features, a format for horizontal videos lasting up to 90 minutes, with selected creators in the United States and Brazil taking part.

For artists who have spent years compressing entire musical worlds into something that earns attention before the next swipe, that possibility sounds liberating.

Ninety minutes could give us room for the behind-the-scenes rehearsal before the energetic yet eerily perfect performance. The arrangement decision that changed the song. The multiple vocal takes—and vocal breaks in between. The discarded version. The studio conversation.

The organ registration that sounded glorious in the room but occupied approximately half the mix. 😭

We could finally show the journey, beyond its most loopable 30 seconds.

But underneath all that creative possibility sits a rather important question:

If Instagram gives creators more time, will it also give them a clearer way to be paid for that time?

A longer story, a bigger commitment

Instagram is also testing Reels that link viewers to a complete Feature, alongside plans to group related Reels into a series. The intention is to connect short-form discovery with deeper viewing.

Bingo!

On paper, that sounds like exactly what creators want. But does more room come with more reward?

An artist could share a striking studio moment as a Reel, allow it to travel through recommendations, then invite interested viewers into the complete creative process. The clip becomes the doorway.

The problem is that a larger doorway does not automatically create a sustainable room behind it.

And we already have it tough as creatives trying to get discovered, let alone paid!

Discovery and compensation are different conversations

Instagram can introduce an artist’s face, sound and perspective to someone who may never have searched for them by name.

That introduction has value. But exposure does not cover the editing bill.

At the time of writing, Instagram has not announced a YouTube-style advertising-revenue-sharing model for Features.

YouTube already offers eligible Partner Programme creators a defined route to earnings. Its official guidance lists a 55% share of net watch-page advertising revenue for partners who accept the relevant monetisation module. Eligibility requirements apply, and earnings are not guaranteed.

For independent artists, that distinction matters.

We already invest in songwriting, recording, production, mixing, artwork, rehearsal, equipment and promotion plus the yearly subscription to one software or the other—often before a listener has pressed play!

Longer video adds filming, editing, colour grading, captions, thumbnails and storage. Somewhere in between, we are presumably still supposed to make the music. 😭🎹

Being offered 90 minutes of upload space is not the same as being offered a sustainable reason to fill it.

The hybrid artist’s dilemma

As a budding hybrid artist, I understand the temptation to explore every available format.

My music lives between traditional organ playing and modern sound design; electronic production and orchestral movement; musicianship and media strategy.

A longer video could help an audience see how those worlds meet. There is creative value in watching an idea develop, hearing what changed and understanding why a particular sound stayed.

But there is also a production trap:

More available time can make us feel that we need more content—even when the story itself has not become any larger.

A 90-minute allowance is a ceiling, not a creative instruction.

If the musical story earns 12 minutes, stretching it to 90 may simply give the audience 78 additional minutes in which to leave. 👀

Whatever its length, the story needs:

  • Promise: Why should someone keep watching?
  • Progression: What changes or becomes clearer?
  • Payoff: What will the viewer understand, feel or experience by the end?

If those elements are present, give the idea room.

If it has one excellent moment, let that moment remain excellent—and short.

Let the story lead

For independent artists deciding whether to divide long-form content between Instagram and YouTube, the wisest answer may be to keep the story central:

  • let Instagram open the door;
  • let YouTube hold the deeper archive;
  • let your own platforms preserve the direct relationship;
  • and let the audience’s behaviour show you where the complete story belongs.

Because whether a piece lasts 30 seconds, 30 minutes or the full 90, the principle remains the same:

Earn the audience’s attention. Give them a journey worth following. Let the format serve the message.

And perhaps most importantly: do not stretch a 12-minute musical story to 90 simply because someone gave you more timeline to fill. 👀💎

Continue the GEMZIGHTS journey

GEMZIGHTS is where sound meets creative perspective. Subscribe for more reflections on hybrid music, creative strategy and the decisions behind the polished result—and follow my journey as a budding hybrid artist.

So, Gemz: if Instagram gave you 90 minutes, what part of your creative process would genuinely deserve the extra room?

Sources and further reading

Reporting and platform information as of 28 October 2026. Features remains a limited test, and its availability and monetisation model may change.