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Instagram’s latest updates: October 2026.
90 minute videos, Reels that link back to them and a new home for series. Here’s what Instagram has been testing this month and what it means for your business.
By Becca Wheble7-minute read27th October 2026
The Instagram updates for October 2026 are all about video. Instagram chief Adam Mosseri and Vice President of Product Tessa Lyons have previewed a range of new long-form video posting options (opens in a new tab), and like all Instagram updates, we know how overwhelming this can be.
What are the updates? What do these mean for businesses? And how can you make the most of this information for what you do next?
Luckily, we’ve broken it all down below, so let’s dive in!
Please note: this post was written on 27th October 2026, and most of these updates are currently only being tested with select creators in the US and Brazil. We’ll update it as things change.
In short
- Instagram is testing Features, horizontal videos of up to 90 minutes, with select creators in the US and Brazil.
- Creators can turn clips from a long video into Reels that link back to the full thing.
- Series lets creators group Reels around one theme, and the option to link Reels together is going on 28th October.
- Instagram is also testing opening the app on Reels, and its Edits app can now make carousels.
What is Instagram Features?
While short-form video is very much the preferred choice across social media, that doesn’t mean long-form video is dead. And while Instagram’s own short-form content, Reels, can be closely likened to TikTok, it looks like they’re also experimenting with long-form video (I mean, isn’t that what YouTube is for?).
Let us introduce you to Features, which will let creators post horizontal videos of up to 90 minutes, enabling expanded storytelling in the app. Think podcasts, vlogs, interviews and anything else that needs more than a quick scroll.
Interesting, given that Reels over 3 minutes don’t currently get recommended to people who don’t already follow you. Research from Socialinsider (opens in a new tab) also found that Reels over 3 minutes get less than half the engagement of Reels between 45 and 60 seconds.
So, what’s included?
- Up to 90 minutes of horizontal video
- Clips as Reels: up to eight Reels that link back to the full video
- Watch on TV: save a video to watch later on Instagram’s TV app
- Phone as a remote when you’re watching on the TV app
Right now, Features is being tested in Brazil and is rolling out to select creators in the US (opens in a new tab), with more people getting access over the coming months. There’s no word on a UK launch just yet.
And what about making money from it? Meta has said it’s too early to share a long-term monetisation model (opens in a new tab), so for now, brand deals are still where most creators earn on Instagram.
Didn’t Instagram try long-form before?
Yes! And if you’ve been on social media for a while, this might feel a little familiar.
Back in 2018, Instagram launched IGTV (opens in a new tab), a separate app for long-form vertical video. It never really caught on, and Instagram closed the IGTV app in 2022 (opens in a new tab) to focus on (you guessed it) Reels.
Adam Mosseri has also said for a long time that he wasn’t keen on long-form video on Instagram, as shorter videos drive more shares and DMs. So, what’s changed?
In a word: TV. YouTube is the biggest streaming provider in the US, according to Nielsen’s The Gauge (opens in a new tab), and more people are watching it on their TV screens. Instagram relaunched its own TV app in December 2025, and Features looks like its way of giving people something longer to watch on it.
The big difference this time? Features sits inside the main Instagram app rather than a separate one, and it’s horizontal, just like YouTube.
What is Instagram Series?
Instagram is also developing a new Series option that will enable creators to tag Reels within a dedicated topic set. So, rather than hoping someone finds part two of your video, you can group related Reels together around one theme or story, with a home for them on your profile.
Instagram has been testing Series since June (opens in a new tab), and it’s now expanding to more people. This is great for campaigns. For example, you could create a Series for:
- A countdown to your event
- Meet the team or a day in the life
- Behind the scenes of a big project
- How-tos and tips that build on each other
- A story told over a few weeks (such as a new project or build)
If you need some inspiration, our 100 social media ideas for cultural events has plenty that would work well as a Series.
It’s also good timing, given Instagram’s ‘link’ feature for Reels. According to app researcher Radu Oncescu (opens in a new tab), Instagram is removing the option to link Reels together on 28th October, to make room for Series and a new Longform tab. From what creators have shared, existing links will disappear too, although your Reels, views and insights will stay as they are.
So, if you’ve been using linked Reels to connect a multi-part story, it’s worth thinking about how you’ll group them going forward.
What else changed on Instagram in October?
Long-form video wasn’t the only thing Instagram was working on this month. Here are a few other updates worth knowing about:
- Opening the app on Reels. Instagram is testing an option to open the app on Reels (opens in a new tab) rather than your main feed. Reels already accounts for more than half of the time people spend in the app, so we wouldn’t be surprised to see this become the default.
- Carousels in Edits. Instagram’s video editing app, Edits, can now create and edit carousels (opens in a new tab), with layouts, fonts and stickers made from cut-outs. It’s on iOS now, with Android coming soon.
- Edits Plus. Meta has shared more details on Edits Plus (opens in a new tab), a paid subscription with 200GB of cloud storage and more AI usage. A limited test is due soon.
- Boosting livestreams. Right at the end of September, Instagram added the option to boost your livestreams (opens in a new tab), so your Live can appear as an ad in Feed, Stories and Reels while you’re broadcasting.
What do these Instagram updates mean for businesses?
First things first, don’t panic! Most of these updates are still being tested, and we don’t know yet when (or if) they’ll reach the UK. But there are a few things you can do now:
- Keep your Reels short. Short-form video is still how new people find you on Instagram. If you want to reach people who don’t follow you yet, keep Reels under 3 minutes.
- Look at the long-form content you already have. Webinars, talks, panel events, podcasts and interviews could all become Features in the future. In the meantime, they’re brilliant for cutting down into Reels, and our content creation team can help with that.
- Start planning in series. Think about which of your content pillars could become a recurring Series, especially around campaigns. Our social media strategy template and 2027 marketing calendar can help you map these out.
- Check your linked Reels before 28th October. If you’ve linked Reels together, make a note of which ones, so you can group them again when Series reaches you.
- Have a play with carousels in Edits. If carousels are part of your content mix, it’s a handy new way to make them on your phone.
- Measure what matters. If you do try longer video, look at watch time, shares and saves, not just views. Our guide to social media metrics to track in 2027 explains which ones to focus on.
So, is Instagram the new YouTube?
Not quite, or at least not yet. Instagram clearly wants to be the place you watch a 90-second video and a 90-minute one, ideally from your sofa. But IGTV showed that building a long-form habit on Instagram is easier said than done, and creators currently earn far more from long-form video on YouTube (opens in a new tab).
For most businesses, short-form video, carousels and Stories will still do the heavy lifting on Instagram. Features is definitely one to keep an eye on, though, especially if you already create podcasts, talks or interviews. And if keeping up with every update feels like a lot, that’s exactly what our social media management team is here for.
Want help making the most of Instagram?
Get in touchFAQs: Instagram’s October 2026 updates.
What is Instagram Features?
Features is a new Instagram format that lets creators post horizontal videos of up to 90 minutes. It’s designed for longer content, like podcasts, vlogs and interviews, and is currently being tested with select creators.
How long can Instagram Features videos be?
Up to 90 minutes. Creators can also turn clips from a Feature into up to eight Reels that link back to the full video.
Is Instagram Features available in the UK?
Not yet. As of 27th October 2026, Features is being tested in Brazil and rolling out to select creators in the US. Instagram plans to give more people access over the coming months, but it hasn’t confirmed UK timings.
Is Instagram Features the same as IGTV?
Not quite. IGTV was a separate app for vertical long-form video, which Instagram closed in 2022. Features sits inside the main Instagram app, uses horizontal video and is designed to work with Instagram’s TV app.
What is Instagram Series?
Series lets creators group related Reels into a dedicated set around one topic or story, with a home for them on their profile. It’s useful for campaigns, recurring content and multi-part videos.
Is Instagram removing linked Reels?
Yes. According to app researcher Radu Oncescu, Instagram is removing the option to link Reels together on 28th October 2026, to make room for Series and a new Longform tab. Your Reels won’t be deleted, but existing links between them will go.
How long should Instagram Reels be?
If you want to reach people who don’t follow you yet, keep Reels under 3 minutes, as longer Reels aren’t recommended to non-followers.
Socialinsider’s data shows that Reels between 45 and 60 seconds get the highest engagement rate.
Should businesses start making long-form videos for Instagram?
Not just yet. Most businesses don’t have access to Features, and short-form video is still the main way new people find you on Instagram.
If you already create long-form content, like talks or podcasts, start thinking about how it could work as a Feature, and keep cutting it into Reels in the meantime.
Becca is the founder of Silly Goose Digital. She’s worked in social media marketing since 2018, across B2C and B2B brands, and now specialises in arts festivals and cultural events. More about Becca
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