From Slate Magazine · Steffi Cao · · 1m 40s
Instagram's 90-Minute Video Pilot
Instagram tests 90-minute videos to replace short clips with full shows.
In brief
Instagram tests 90-minute videos to replace short clips with full shows. Instagram's 90-minute video pilot aims to create full shows from Reels links, shifting focus from short clips to longer content. Originally reported by Slate Magazine.
Meta launches 90-minute video pilot
Meta announced Instagram would pilot 90-minute horizontal feature videos to turn the app into a destination for full-length shows and podcasts.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature”
Instagram's algorithm shift
Instagram's algorithm has become a tidal pool of sponcon, increasingly littered with shoppable posts and influencer brand partnerships.
Reels dominate Instagram usage
Reels accounts for 46 percent of time spent on Instagram in 2025, making shortform videos the most popular content.
Adam Mosseri's past stance
Adam Mosseri, Instagram's head, previously opposed longform video, fearing fewer interactions with Reels and less shareable content.
Tessa Lyons' product vision
Tessa Lyons, VP of product at Instagram, stated creators can link Reels to their overall feature videos for seamless content consumption.
“What you’re now going to be able to do is, you see a clip of a podcast that you love, you can just click and continue watching or watch the full video, and you’ll be able to dive in and see the whole thing because creators are going to be able to link these Reels to their overall feature”
Instagram's community decline
Instagram users have stopped seeing friends regularly, with the app becoming a space for curated content rather than organic connections.
Authenticity concerns
Users feel content is overly curated, with 'authentic' posts still being fashionably packaged for algorithmic consumption.
ASMR videos rise
People turn to ASMR horse-hoof-cleaning videos as a response to Instagram's lack of genuine social interaction.
Megan Thee Stallion's example
Megan Thee Stallion demonstrated the effectiveness of public vulnerability by broadcasting her breakup with Klay Thompson to 32.7 million followers.
Call for vulnerability
The author urges users to share messy, uncurated content to revive Instagram's original community focus.
What happens next
Instagram may shift toward more vulnerable user content to rebuild community connections and reduce algorithmic curation.
The one thing
Instagram's 90-minute video pilot aims to create full shows from Reels links, shifting focus from short clips to longer content.
