The Instagram 90-minute video test could change how creators tell stories and how brands plan influencer campaigns. Instead of relying only on short Reels, selected creators can test longer videos that give viewers more context. For brands, this raises important questions about audience attention, creator partnerships, campaign costs, and sales. However, longer videos will not automatically deliver better results. The real opportunity lies in combining short clips with useful, detailed content that earns viewers’ trust. Here is what the test could mean for influencer marketing in India.

1. Instagram’s 90-Minute Video Test: What Has Changed?

Imagine watching a 30-second Instagram Reel about a skincare product. The creator explains one ingredient, shares a personal experience, and leaves you curious. You want to hear the full story, but the clip ends. Until now, you might have searched for the creator’s YouTube channel or waited for another Instagram post. Instagram’s new long-form experiment could change that journey. The Instagram 90-minute video test gives selected creators a way to publish longer horizontal videos called Features. It also allows short Reels to connect viewers with the full-length video. As a result, the platform could bring discovery and deeper viewing closer together. For brands, this development raises an important question: will long-form videos change how people discover, trust, and buy products through creators?

The announcement does not mean Instagram has abandoned short videos. Instead, the platform appears to be testing how short clips and longer programmes can work together. A Reel might introduce a topic, while a full episode explores it in detail. This could suit podcasts, interviews, comedy, product education, and creator-led shows. However, brands should avoid treating a new format as a guaranteed growth opportunity. The test remains limited, and performance data is still developing. Instagram has not confirmed when the format will reach every creator in India. Therefore, marketers should understand the feature first, identify relevant use cases, and prepare experiments they can measure.

1.1 What is Instagram’s new Features format?

Instagram is testing a long-form video format called Features, which supports horizontal videos lasting up to 90 minutes for selected creators. The company introduced the test in October 2026 after earlier trials in Brazil. Reporting also describes a limited expansion to creators in the United States. The videos can appear in Instagram’s main feed and Explore, while linked Reels can help viewers discover the complete programme. The format aims to make it easier to watch longer creator content without leaving Instagram. It may appeal to creators who already produce podcasts, interviews, comedy programmes, tutorials, or episodic videos. However, access remains limited, and creators should check Instagram’s official announcements rather than trusting unofficial access offers.

The important change is not simply the longer runtime. It is the connection between discovery and continued viewing. A creator can use a short clip to attract attention and then direct interested viewers towards the full programme. That creates a possible path from casual scrolling to a more involved viewing experience. For marketers, this could support product demonstrations, expert conversations, detailed reviews, and branded entertainment. Still, the length alone does not make content valuable. A useful 12-minute conversation may hold attention better than a poorly planned 60-minute video. The opportunity lies in matching the format to the audience’s needs, not filling every available minute.

For current reporting on the announcement, see The Next Web’s coverage of Instagram Features and The Economic Times’ report.

1.2 Why is Instagram exploring long-form video now?

Social platforms compete for attention, but audience attention does not always follow one format. People may enjoy quick Reels during a commute and prefer a full interview at home. A short clip can answer one question, while a longer video can explore the background, process, or personal story behind it. Instagram’s move suggests that the platform wants to support more of these viewing habits. It also puts Instagram in closer competition with platforms already associated with longer creator videos, particularly YouTube. However, the move does not mean Instagram will replace YouTube or become the best home for every programme.

Amplify Your Brand,
One Influence at a Time.

Connect with an Expert

The wider shift also reflects how creators have become entertainment businesses in their own right. Some produce weekly interviews, educational series, comedy specials, and multi-part lifestyle content. These formats need more room than a short promotional Reel. By testing longer uploads within Instagram, the platform could help creators keep more of the viewing journey inside one app. Yet the test must prove that viewers will return, watch for longer, and discover new creators. It must also offer brands a clear reason to invest. Until those results emerge, marketers should treat Features as an opportunity to watch and test when access becomes available.

1.3 Is this a replacement for Instagram Reels?

No. Reels and long-form video can serve different purposes. Reels work well when a creator needs to deliver one idea quickly, show a product in action, or introduce a new audience to a topic. Long-form content can provide more context, answer objections, and build a relationship over time. The strongest strategy may combine both instead of forcing every idea into one format. For example, a travel creator could publish a 30-second clip of a hotel room, then offer a longer property tour with details about the location, food, accessibility, and overall experience. Each piece serves a different viewer need.

This distinction matters for influencer marketing India, where brands reach audiences with varied interests, languages, budgets, and viewing habits. Some shoppers want a quick demonstration before buying. Others need a detailed explanation before trusting an unfamiliar product. A regional food creator might need only 20 seconds to show a snack’s texture, while a nutrition expert may need a longer conversation to explain ingredients and serving suggestions responsibly. Brands should therefore begin with the customer’s question. Then they should choose the length and format that answers it naturally. The goal is not to make every campaign longer. It is to make every campaign more useful.

2. How the Instagram 90-Minute Video Test Could Change Influencer Marketing

The Instagram 90-minute video test could influence campaign planning because it gives selected creators more room to tell complete stories. Traditionally, brands have often briefed creators around a short Reel, a Story sequence, or a series of quick product mentions. Longer formats could support different partnerships, including sponsored interviews, product-led episodes, creator-hosted discussions, and recurring shows. Instead of asking a creator to mention five product benefits in 30 seconds, a brand might support a thoughtful conversation that explores the product’s purpose, use, limitations, and audience fit. That approach could feel more natural when the creator already covers the subject. However, longer content also needs stronger planning, clear commercial disclosures, and realistic performance goals.

The opportunity is not limited to large creators or celebrity partnerships. A specialist creator with a focused audience may produce a detailed tutorial that answers questions short clips cannot cover. A home chef could demonstrate a complete recipe. A finance educator could explain a concept with suitable care and clear limitations. A beauty creator could discuss a routine across different skin concerns without promising guaranteed results. Meanwhile, a brand could use short clips to highlight the most useful moments. These are possible campaign models, not proven outcomes of the new feature. Brands should test them against their current approach before increasing budgets.

2.1 From one sponsored Reel to a full creator partnership

A short sponsored Reel often has a clear job: introduce a product, show one benefit, and encourage the viewer to take an action. Longer creator-led video content can support a more layered story. A brand might sponsor a discussion about how people choose running shoes, with a sports creator demonstrating fit, comfort, and common mistakes. A kitchen brand could support a creator’s cooking episode. A learning platform could work with an educator on a detailed career conversation. In each case, the product should belong in the subject rather than interrupt it. If the sponsorship feels forced, extra minutes will only make the problem more obvious.

This may also encourage brands to think beyond one-off deliverables. A creator partnership could include one full-length programme, several linked Reels, a follow-up Q&A, and approved UGC Videos for other channels. The agreement must identify which assets the brand receives, where it can use them, and for how long. It should also separate the creator’s organic post from any paid advertising rights. These details matter because a creator may agree to publish an episode without agreeing to let the brand run every clip as an advertisement for a year. Clear contracts protect both parties and prevent confusion after production.

2.2 Long-form content could help brands explain complex products

Some products need more than a quick visual reveal. Consider a water purifier, a financial service, a home appliance, or a skincare routine with several steps. A short Reel can introduce one benefit, but viewers may still have questions about use, maintenance, suitability, or cost. A longer video could let a creator explain the process in plain language. They could demonstrate the product, answer common questions, and discuss what customers should check before buying. This depth may help viewers make informed choices. Nevertheless, brands must ensure claims remain accurate, especially in health, finance, and other sensitive categories.

Longer videos can also show how a product fits into everyday life. A creator might use a kitchen appliance across a full recipe rather than show a few seconds of blending. A fashion creator could build several outfits around one garment and explain fit differences. A tech creator could walk through setup and demonstrate real use. The value comes from evidence and context. Brands should not ask creators to stretch a simple message into a long advertisement. Instead, they should identify the genuine questions that customers ask and let the content answer them. That is where long-form influencer marketing could offer a meaningful advantage.

2.3 Why short clips still matter in a long-form strategy

A 90-minute video may offer depth, but viewers need a reason to start watching. Short clips can supply that reason. A creator could publish a useful moment from an interview, a surprising part of a tutorial, or a strong answer from a product discussion. If the clip connects to the full video, interested viewers have a direct next step. This creates a content journey: discover the idea, understand its relevance, and explore the full explanation. It also gives brands multiple creative assets without requiring every viewer to watch the complete episode.

However, clipping is not the same as randomly cutting a long recording into fragments. Each short video needs its own opening, context, and clear point. A clip should make sense to someone who has never seen the full programme. It should also represent the longer content honestly. If the short clip makes a creator appear to endorse a claim they later question, the brand could damage trust. Teams should plan potential clips during the original shoot, then review each edit before publishing. They should also verify which linked-Reel functions are available to their accounts. The Features test may change, so campaign plans should remain flexible.

3. What Indian Brands and Creators Should Prepare For

For Indian marketers, the immediate question is practical: should a brand change its Instagram strategy because of the test? Not yet. The feature has not received a confirmed general rollout date in India, so most local creators should not build campaign commitments around access they do not have. Instead, they can prepare content ideas, review existing performance, and identify subjects that would genuinely benefit from longer explanations. Brands can also test those ideas on platforms and formats already available to them. This keeps the strategy useful today, while leaving room to adapt if Instagram expands Features later.

India’s creator economy is diverse. A national beauty brand may need Hindi and English content, while a regional retailer may gain more from Tamil, Marathi, Bengali, Telugu, or Kannada storytelling. Long-form content does not remove the need for this local understanding. In fact, longer videos may make language and cultural fit even more important because viewers spend more time with the creator. A creator who understands local routines, humour, family choices, and buying concerns can make the story feel relevant. However, brands should assess each creator’s actual audience and content quality rather than assuming that language alone guarantees results.

3.1 Which creators could benefit first?

Creators who already produce podcasts, interviews, detailed tutorials, comedy programmes, or recurring educational content may find the format easier to use. They have an existing reason to make longer videos and may already understand pacing, episode structure, and audience retention. Interviewers can publish full conversations. Comedians can explore longer routines. Educators can build detailed lessons. Lifestyle creators can develop episodic formats around travel, home projects, food, or personal experiences. These creators still need a strong concept. A longer upload cannot compensate for weak storytelling, poor audio, or an unclear topic.

Other creators may need to experiment before committing. A fashion influencer who normally publishes quick outfit transitions may not need a 60-minute video. A local restaurant reviewer might deliver the best experience through a short review and a focused tour. By contrast, a travel creator comparing a multi-day itinerary could have enough useful detail for a longer programme. The best creators will not necessarily be those who make the longest videos. They will be those who know when their audience needs a quick answer and when it wants a deeper one.

3.2 What does this mean for influencer marketing India?

The change could widen the range of campaigns that brands consider on Instagram. A brand might use Reels for awareness, longer videos for explanation, and creator clips for retargeting or community engagement. Regional creators could build detailed stories around local products, traditions, and consumer habits. Meanwhile, national brands could commission a set of creator-led episodes that address different customer questions. These ideas fit within a wider influencer marketing strategy, but each requires a distinct objective and a realistic budget. More content does not automatically mean better performance.

Indian brands should also avoid assuming that audiences will watch long videos simply because the feature exists. Many users open Instagram for quick entertainment, messages, and updates. Their behaviour may differ by category, age group, device, and time of day. Teams should learn from their own data rather than copy a global trend blindly. If a detailed video produces strong watch time but few qualified visits, the brand may need a better call to action. If a short clip attracts views but fails to answer purchase questions, a longer follow-up could help. The campaign should respond to evidence, not assumptions.

3.3 How creators can prepare before access expands

Creators can prepare without waiting for an invitation. First, identify three topics that audiences regularly ask about. Next, review comments, direct messages, search queries, and questions from past brand campaigns. Then decide whether each topic needs a short clip, a longer explanation, or both. Creators can practise recording horizontal footage, improving audio, structuring chapters, and writing concise introductions. They should also keep source files organised and secure permission for any third-party music, images, or footage. These steps improve production quality across platforms, even if Features does not become available immediately.

Creators should also review their commercial agreements. A brand may request the full recording, short clips, paid usage, exclusivity, or editing rights. Each item affects the value of the deal. A creator should ask whether the brand wants an organic post or a broader content package. They should confirm the number of revisions, approval deadlines, usage duration, and payment schedule before filming. Most importantly, they should not promise a 90-minute Instagram upload when their account lacks access. They can offer a platform-ready long-form video or an alternative distribution plan, provided the brand agrees in writing.

4. How Brands Should Measure Long-Form Creator Campaigns

A new format can tempt marketers to focus on the biggest number available: video views. That is not enough. A video might receive many plays without attracting meaningful attention or influencing a purchase. Another might reach a smaller audience but answer questions that help customers choose a product. Brands should decide what success means before commissioning content. For awareness, they might examine qualified reach, watch time, and brand recall. For consideration, they could track saves, meaningful comments, profile visits, and visits to product pages. For sales, they could measure tracked conversions, assisted purchases, and the cost of acquiring customers.

The Instagram 90-minute video test also creates a measurement challenge because long videos and short Reels serve different purposes. A Reel may be the first touchpoint, while the full video helps a viewer understand the offer. If a brand measures only the final click, it may miss the earlier role of the clip. If it credits every sale to a video view, it may overstate the effect. A useful reporting plan tracks the content journey while separating direct attribution from evidence of incremental impact. That approach gives brands a more honest picture of what the campaign contributes.

4.1 Metrics that matter beyond views

Brands should track several metrics together rather than rely on one headline figure. Average watch time helps show how long viewers stay, although it needs context. Completion rate shows the share of viewers who reach the end, but a 10-minute video and a 60-minute video should not be compared without care. Saves and shares may indicate that viewers find the content useful enough to revisit or recommend. Click-through rate can show whether a call to action prompts action. Conversions and qualified leads connect the campaign more closely to business outcomes.

The team should also compare the performance of different creative assets. Did a 20-second clip attract more new viewers than a two-minute extract? Did the full episode generate more product-page visits? Which moment led to comments asking about price, availability, or use? These questions can inform future content. However, teams must use platform metrics consistently and record reporting dates. A view counted under one platform’s rules may not match a view counted elsewhere. The dashboard should define each metric, explain its source, and avoid presenting unlike numbers as if they were identical.

4.2 Build a fair comparison between short and long videos

Comparing formats fairly requires more than placing their view counts side by side. A short Reel may gain reach quickly because it asks for little time. A longer video may attract fewer plays but deliver more minutes of viewing per person. The brand should ask what each asset was designed to achieve. If the goal is broad awareness, compare reach and cost per reached person. If the goal is product education, examine watch time, retention patterns, useful comments, and subsequent visits. If the goal is sales, use consistent tracking links, offer codes, or conversion events where appropriate.

Brands should also account for production costs. A full interview may require planning, filming, editing, captions, and multiple short clips. A simple Reel may need fewer resources. Compare the total cost with the useful outputs and outcomes, not just the cost of publishing. For example, one full episode may produce several clips, but the team should count those assets only if it can use them effectively. This is where a clear content plan helps. Each asset should have a purpose, a target audience, and a measurable next step.

4.3 Measure trust and quality, not just numbers

Influencer marketing works partly because audiences choose to listen to people they find credible. Longer content gives creators more room to demonstrate knowledge, but it also gives viewers more time to notice contradictions or scripted claims. Brands should review the quality of discussion, the accuracy of product information, and the fit between the creator and the subject. They can assess audience questions, recurring concerns, and whether the creator responds thoughtfully. These signals do not replace formal brand-lift or sales measurement, but they can help explain why a campaign performs as it does.

A creator should not be pushed to sound like a company brochure for 45 minutes. The audience came for that creator’s perspective, not a long sales pitch. A strong partnership lets the creator speak naturally while following agreed factual and legal boundaries. The brand can provide accurate product details, key points, and prohibited claims. The creator can then build a story that fits their own style. This balance is especially important for categories where viewers may interpret personal experience as a promise of results. Honest communication protects the audience and the brand’s reputation.

5. What Long-Form Video Means for UGC, AI, and Creator Deals

Longer Instagram videos may create new opportunities for brand storytelling, but they will not make every form of user-generated content longer. UGC Videos often work because they feel direct, specific, and easy to understand. A customer showing how a product works may need only 20 seconds. A creator explaining a full routine or comparing several options may need more time. The right choice depends on the brief and the viewer’s question. Brands should keep short UGC for quick proof points while exploring longer formats for tutorials, interviews, detailed reviews, or creator-led demonstrations.

This shift could also make content planning more important. A brand might commission one full video and several shorter edits, but each asset needs clear usage terms. It should define where the videos can appear, whether paid promotion is allowed, and how long the brand can use them. Creators should understand whether the brand expects raw footage, edited versions, captions, thumbnails, or alternate openings. These details can change the price and workload substantially. A well-written brief prevents the common mistake of treating a long-form production as if it were simply one oversized Reel.

5.1 Can AI influencer marketing help brands use longer videos?

AI influencer marketing tools may help teams organise creator discovery, analyse campaign performance, identify content themes, and manage large volumes of assets. For example, a team could review comments to identify common product questions, then brief creators around those questions. It could tag video sections by topic and identify possible moments for short clips. It could also compare performance across creators, languages, and formats. However, these tools work best when teams provide accurate data and clear goals. AI cannot guarantee that a video will retain attention or make viewers trust a creator.

Brands should use AI to support judgement, not replace it. A dashboard may identify a clip with high engagement, but a human reviewer still needs to check whether the comments reflect genuine interest. Automated summaries may miss cultural nuance, sarcasm, or regional language context. Similarly, AI-generated scripts can sound generic if the creator has no room to bring personal experience into the story. The best approach combines technology with human review. That balance helps teams scale campaign operations without losing the detail that makes creator content believable.

5.2 What about AI UGC and synthetic creator content?

AI UGC can refer to different workflows, including AI-assisted editing, synthetic voices, generated presenters, or other content made with AI tools. Brands should be clear about which approach they use. A real customer testimonial and a synthetic presenter reading a script are not the same thing. If content presents a fictional experience as a real customer’s personal account, it can mislead viewers. Brands should also review applicable platform rules, advertising standards, disclosure needs, and rights to any likeness or voice used.

Longer formats make transparency even more important. Viewers may spend more time with a presenter and develop a stronger impression of their credibility. If the person or experience is synthetic, brands should not rely on ambiguity to create false trust. AI can still support production by improving captions, translating approved material, organising footage, or creating alternative edits. The aim should be efficiency and accessibility, not deception. Brands that use AI responsibly can explain the role of the technology and keep the product claims accurate.

5.3 How creator agreements may evolve

Long-form creator partnerships may involve more deliverables than a typical sponsored Reel. A contract could include the full episode, a fixed number of short clips, a profile post, paid usage rights, and a follow-up discussion. Brands should list each item separately and state the timeline, review process, payment terms, and permitted edits. They should also clarify whether the creator can publish the same episode on other platforms. Recent reporting on Features indicates that the test is not built around blanket exclusivity, but individual brand and creator agreements can still contain their own terms. Creators should read those terms carefully before accepting a deal.

Brands should not assume that a longer video deserves a simple multiple of the price of a short Reel. Pricing should reflect the work involved, audience value, production needs, usage rights, exclusivity, and expected deliverables. A creator with strong subject expertise may charge for research and preparation as well as filming. A brand may also need to budget for editing, captions, and repurposing. Clear expectations help both sides understand what they are buying. They also make it easier to compare proposals from creators with different production styles.

Practical Takeaways:

The Instagram 90-minute video test is worth watching, but brands should not rush to rebuild their entire strategy around a limited experiment. The sensible move is to prepare for more flexible creator storytelling while continuing to use formats that already work. Long-form videos may help with education, interviews, product demonstrations, and recurring creator series. Short Reels may remain the most efficient way to attract attention and introduce a subject. Together, they could create a useful path from discovery to deeper engagement. However, brands will need evidence before deciding which combination deserves more budget.

For Indian creators, the next step is to develop topics that deserve more time, improve production basics, and keep commercial terms clear. For brands, it is to identify customer questions, choose the right creators, and define the outcomes that matter. Teams should also plan content rights and measurement before filming. This way, they can adapt quickly if access expands. The opportunity is not simply to publish longer videos. It is to create content that earns the audience’s time and gives the brand a clear reason to invest.

Summary: Seven practical lessons for brands and creators

• 1. Treat Features as a test, not a guaranteed rollout. Instagram is testing long-form videos with selected creators. India-wide availability has not been confirmed.
• 2. Use long-form content when the subject needs depth. Interviews, tutorials, product education, and creator-led shows may benefit more than simple product announcements.
• 3. Keep Reels in the strategy. Short clips can introduce the topic and direct interested viewers towards a full episode when the linking feature is available.
• 4. Measure the right outcome. Track watch time, retention, engagement, visits, leads, or sales according to the campaign objective.
• 5. Make the creator’s voice central. A longer video should feel like useful creator content, not a stretched advertisement.
• 6. Agree on content rights before production. Define deliverables, editing permissions, paid usage, exclusivity, and timelines in writing.
• 7. Test before scaling. Start with a clear hypothesis, compare the results with existing formats, and increase investment only when the evidence supports it.

For creators who want to understand how to become an influencer with stronger commercial opportunities, the lesson is simple: develop a clear subject, learn what your audience needs, and build repeatable formats. For brands exploring the best influencer platform, focus on creator fit, campaign management, reliable reporting, and the ability to use content responsibly across relevant channels. A new format may create fresh opportunities, but good planning still determines whether those opportunities lead to results.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it delivers end-to-end campaign management designed for brand growth. The platform blends AI intelligence with human strategy to support campaign planning, execution, and performance improvement.

Services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Hobo.Video works with brands including Himalaya, Wipro, Symphony, Baidyanath, and Good Glamm Group. For brands comparing a top influencer marketing company, the right partner should understand creator selection, campaign delivery, content quality, and measurable business goals. Those fundamentals matter whether a campaign uses a short Reel, an in-depth creator video, or a mix of formats.

For creators, the path to growth is not about copying every trend. It is about developing a clear voice, building audience trust, and creating content that brands can use responsibly. The rise of long-form video may give some creators another way to share their expertise. However, strong storytelling and audience relevance will continue to matter more than video length alone.

Ready to turn creator content into meaningful brand growth? Connect with Hobo.Video and build a campaign strategy that fits your audience, goals, and budget.

• For brands: Start here.
• For influencers and creators: Join now.