The Lowdown
Instagram wants YouTube’s long-form business without YouTube’s revenue share, and creators will notice. Until there’s a payout model, this is a test creators will treat cautiously.
Key Takeaways
- Instagram’s Features format allows longer horizontal videos, in some cases up to 90 minutes, and is testing with a small group of U.S. creators (Variety).
- Instagram for TV is now available on Apple TV in the U.S. (Variety).
- Instagram has no ad revenue-sharing program like YouTube’s; a rep said it’s “too early to share a long-term monetization model” (Variety).
The Story
“I have been against doing long-form video on the platform for a long time,” Instagram head Adam Mosseri said in the announcement video with VP of product Tessa Lyons (Variety).
Creators can share up to eight clips as Reels pointing to one long video, and Instagram says Lives will soon be discoverable beyond a creator’s followers. A phone-as-remote feature is coming soon (Variety) (The Hollywood Reporter).
An Instagram rep said the platform is funding longer-form content directly with some creators and is “exploring ways for creators to earn from brands, fans and Instagram” (Variety).
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More Context
- Variety — Instagram Is Testing Ability to Share Videos up to 90 Minutes Long ↗
- The Hollywood Reporter — Instagram tests 90-minute videos ↗