Instagram is deploying six-figure checks to woo creators into publishing long-form videos on its platform, offering up to $500,000 to test a newly resurrected video format called Features, as reported by Business Insider.
Resurrecting Long-Form Video via Features
The Meta-owned platform unveiled an overhaul of its video architecture, bringing back extended video formats nearly identical to the defunct IGTV product launched in 2018 and shuttered in 2022. Under the new product, creators can upload horizontal, widescreen videos lasting up to 90 minutes. These extended clips will live directly inside the core application and integrate with Instagram’s existing recommendation systems.
The push targets sit-down, long-form content that has historically dominated YouTube. Meta is actively funding initial content creation by distributing financial guarantees ranging from $50,000 to $500,000 to a select cohort of creators. A spokesperson for Meta stated, “We’ve been public about the fact that we are funding Features content directly with some creators right now to support them.”
Creator Terms and Platform Disagreements
These agreements do not demand platform exclusivity. Creators participating in the initial rollout are simply asked to cross-post long-form content to Instagram on the exact same day they publish it to YouTube. Tessa Lyons, vp product at Instagram, noted that existing advertising placements will carry over into the new videos while the company works to establish monetization infrastructure for independent creators.
Reza Izad, partner at Underscore Talent representing creators like Kareem Rahma and Noah Beck, called the initiative an exciting opportunity due to algorithmic prioritization. While YouTube relies on its established Partner Program—which distributes 55 percent of eligible ad revenue—Instagram’s native revenue-sharing mechanics for long-form video remain unfinalized.
Instagram’s Adam Mosseri addressed ongoing creator concerns regarding payout structures in a post on X, writing, “We understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid.”
Testing Schedules and Ecosystem Expansion
The rollout follows previous short-form monetization tests, including bonus programs deployed during potential regulatory threats to competitor platforms. Early participants in the current test include podcast host and Skims co-founder Emma Grede, beauty and fashion creator Monet McMichael, Preston Rakovsky, and football content creator Donald De La Haye. The feature has undergone preliminary trials in Brazil and is slated for broader expansion to tens of thousands of U.S. creators by the end of the year or early next year, alongside interface tests designed for living room TV hardware.
Related reading
