Instagram is offering some YouTube creators as much as $500,000 to publish on Features, its new long-form video product, as Meta seeks to build up its library of longer videos. The payments cover only selected creators, and Instagram has not yet set out a sustained monetization plan for the wider creator community.
Features brings 90-minute landscape video to Instagram
Instagram announced the video changes on Monday, introducing Features as part of a renewed push into long-form content. The product follows IGTV, the service Instagram launched in 2018 and shut down in 2022. Features brings widescreen, landscape videos of up to 90 minutes into the Instagram app.
People familiar with the agreements said some creators were offered $50,000, while other deals reached six figures and topped out at about $500,000. A Meta spokesperson confirmed that the company is directly funding some creators’ Features content, but did not provide details of individual agreements. The content is beginning to roll out.
Creators can keep posting on YouTube
The agreements do not require creators to publish exclusively on Instagram. Instead, the platform wants them to bring their long-form YouTube videos to Instagram as well. One person familiar with an offer said the proposed arrangement called for videos to be posted on both platforms on the same day.
That approach lets Instagram seek a steady supply of content without asking creators to leave YouTube. Reels has become a core part of Instagram and has helped increase time spent on Meta’s apps and their revenue. But YouTube remains the dominant platform for longer videos designed for more focused viewing. Whether established creators cross-post will help determine if Features can build a lasting library, rather than just generate interest at launch.
Reza Izad, a partner at Underscore Talent, represents clients including Kareem Rahma, host of “Subway Takes,” and Noah Beck. He said the launch could give creators more exposure if Instagram’s algorithms prioritize Features videos. Long-form content is also less plentiful than short-form video, he noted.
Meta has used payments to attract creators before
Meta has previously offered direct payments to compete for creators. Last year, amid the possibility of a TikTok ban, the company paid some creators thousands of dollars to post short videos on Instagram and Facebook. Meta has also tested bonuses tied to Reels performance, though those programs have since been scaled back.
When Instagram backed IGTV in 2021, it funded creators making long-form series, including TikTok group the Sway Boys and “Dance Moms” alum Nia Sioux. IGTV also introduced a monetization program that allowed some creators to share advertising revenue from videos in the format. Direct funding, however, is different from a reliable revenue-sharing model available to a broad base of creators; ongoing income will depend on what Instagram puts in place next.
Mosseri says Instagram is exploring long-form payouts
One of YouTube’s advantages is its established Partner Program, which lets eligible creators share revenue from video ads. YouTube has raised the bar for entry, but creators can still earn income from projects built around their interests—one reason the platform continues to attract video makers.
After Instagram announced its video changes, creators began asking how long-form videos would earn money. Instagram head Adam Mosseri wrote on X on Wednesday that the company understands how important earnings are to creators and is exploring several ways to pay those making long-form videos. For now, the disclosed arrangements center on direct payments to selected creators; Instagram has not announced long-term earnings rules for creators generally.