Instagram Long-Form Videos: What the New Update Means for Businesses in 2027

What if the Reel that attracts your next customer is only the beginning of the story? Instagram is moving beyond short-form videos. On October 26, 2026, Instagram announced a test of a new long-form video format called Features, allowing selected creators to upload horizontal videos up to 90 minutes long. The platform is also testing a way for Reels to link directly to these full-length videos, alongside a growing focus on watching content through Instagram for TV. In simple terms, Instagram wants people to discover content through short videos and stay to watch the full story.

What Is Instagram's New Long-Form Video Feature?

Instagram's new format, called Features, is designed for horizontal, long-form videos that go beyond the typical short Reel.

Here's what's new:

• Longer videos: Selected creators can test horizontal videos of up to 90 minutes.

• Reels linked to full videos: Creators can publish short clips that direct viewers to the complete video.

• Instagram for TV: Instagram is expanding its focus on longer videos and viewing experiences on television.

• More room for storytelling: Creators can explore formats such as podcasts, interviews, conversations, and detailed video content.

These features are currently being tested with selected creators, so businesses should not assume that everyone can access them yet. The interesting part isn't simply the ability to upload longer videos. It's how short- and long-form content could work together. Instead of watching an interesting clip on Instagram and opening another platform to find the full video, viewers may be able to continue watching directly on Instagram. And for businesses, that creates a new opportunity to build a deeper relationship with their audience.

What Does This Mean for Businesses in 2027?

Imagine someone discovers your business through a 20-second Reel. They like what you say, but they have questions. They want to understand your approach, see your work, learn how your service works, or decide whether your business is right for them. Today, that journey might involve visiting your profile, checking highlights, clicking a website link, or searching for your longer videos elsewhere. With a stronger long-form video experience on Instagram, businesses could guide viewers from initial interest to deeper engagement without immediately sending them to another platform. This doesn't mean every business will need to produce 90-minute videos. Nor does it mean Instagram will replace YouTube or websites. It means businesses should start thinking about how different video formats can serve different purposes. And this is where the marketing funnel becomes important.

The Instagram Marketing Funnel Businesses Should Build in 2027

Instead of treating every Reel as an isolated piece of content, businesses can build a connected content strategy that guides audiences through three stages: awareness, consideration, and conversion.

TOFU: Reels to Attract New Audiences

TOFU stands for Top of the Funnel, the stage where people first discover your business. At this stage, your goal is to get noticed by people who may not know your brand yet. Reels are useful here because they allow you to communicate ideas quickly, demonstrate a problem, share a relatable moment, or introduce a topic that makes people want to know more. For example, a marketing agency could create a Reel saying, “Your business doesn't need more random posts. It needs a content strategy.” That short statement might catch the attention of a business owner struggling with inconsistent social media results.

Other TOFU content ideas include:

• Quick tips and common mistakes in your industry.

• Relatable situations your potential customers experience.

• Before-and-after transformations.

• Myth-busting videos and surprising facts.

• Short clips that introduce a bigger topic.

The objective isn't to explain everything in one video. It's to make the right audience curious enough to take the next step.

MOFU: Long-Form Videos to Build Trust

MOFU stands for Middle of the Funnel,  the stage where people are interested but need more information before making a decision. This is where long-form video could become particularly valuable. Once someone discovers your business through a Reel, you can offer more detailed content that answers their questions, demonstrates your expertise, and helps them understand the value you provide. For example, the marketing agency from our previous example could create a longer video explaining how to build a social media strategy, analyse competitors, plan content pillars, and measure results. Instead of simply telling viewers that strategy matters, the business gets the opportunity to show them why.

Businesses could use longer videos for:

• Detailed tutorials and educational content.

• Service explanations and behind-the-scenes processes.

• Case studies and campaign breakdowns.

• Customer questions and expert discussions.

• Product demonstrations and comparisons.

• Interviews, webinars, and industry insights.

This stage is about giving people enough useful information to understand your expertise and feel more confident about your business.

BOFU: Turn Viewers Into Leads and Appointments

BOFU stands for Bottom of the Funnel, the stage where interested viewers are closer to taking action. Getting someone to watch a video is valuable, but views alone don't guarantee business growth. At some point, your content needs to help interested people understand what to do next. For a service-based business, that could mean booking a consultation, enquiring about a service, requesting a quote, or sending a direct message. For an e-commerce brand, it could mean visiting a product page or making a purchase.

Businesses can support this stage with:

• Detailed service walkthroughs.

• Customer testimonials and relevant case studies.

• Answers to common buying objections.

• Demonstrations showing how a product or service works.

• Clear calls to action directing viewers to the next step.

For example, after watching a detailed video about building a brand identity, a viewer might be ready to enquire about branding services. The content has already helped them understand the problem, learn about the solution, and evaluate the business.

What Businesses Should Do Before 2027

You don't need to wait until Instagram rolls out Features to start preparing. The foundations of a strong content funnel already exist. Start by identifying the questions your audience asks before buying from you. Turn the simplest questions into short Reels and develop the more complex ones into longer educational videos. Create a clear content plan that balances discovery, education, and conversion. Review which videos attract the right audience, which ones generate meaningful engagement, and which ones lead to enquiries or sales. Most importantly, make sure your content reflects your brand's expertise and positioning. More videos won't automatically produce better results if the message isn't relevant to your audience. As access to Instagram's new format expands, businesses can experiment with it when it becomes available to them. Until then, the smarter move is to build the strategy, develop the content ideas, and understand what your audience wants to learn.

Final Thoughts

Instagram's move towards long-form video could open up new possibilities for businesses in 2027. Reels can help people discover your brand, longer videos can give them more reasons to trust you, and a well-planned conversion journey can help turn that interest into enquiries and sales. The real opportunity isn't simply uploading longer videos. It's connecting every piece of content to a bigger marketing goal. Your next customer might discover you through a 15-second Reel. But the content that convinces them to work with you could be the video that comes next.

At Brandfinity, we believe social media growth starts with more than just posting consistently. It requires understanding your audience, creating content with a purpose, and building a strategy that connects visibility with business growth. As Instagram continues to evolve, businesses that think strategically about their content will be better prepared to adapt. Don't just create content to get views. Build a content journey that gives people a reason to choose your brand.