What's Happening?
Instagram, owned by Meta Platforms, is currently testing a new video format called 'Features' that allows creators to upload horizontal videos up to 90 minutes long. This initiative, initially launched with long-form creators in Brazil, is set to expand
to tens of thousands of creators in the U.S. in the coming months, according to Tubefilter. The new format is designed to accommodate content from podcasters, comedians, and other long-form creators, and these videos will also be available on Instagram's TV app, which is compatible with Apple TV. A key aspect of this test is that creators can cut short clips from these longer videos and post them as Reels, with each clip linking back to the full 90-minute video. Up to eight clips can point to a single long video, as reported by Convergence. However, Instagram is not currently sharing ad revenue with creators for these longer videos, a point highlighted by a Meta spokesperson who stated it's "too early to share a long-term monetization model."
Why It's Important?
This move by Instagram signifies a strategic shift towards embracing longer-form video content, potentially challenging YouTube's dominance in this space. For U.S. creators, particularly podcasters and comedians, it offers a new platform to reach a wider audience and potentially repurpose existing content. However, the absence of ad revenue sharing presents a significant hurdle. Unlike YouTube, which shares 55% of net ad revenue with creators in its Partner Program for long-form videos, Instagram's current model relies on creators gaining exposure rather than direct financial compensation from the platform for these specific videos. This could impact creators' decisions on where to invest their time and resources, as financial incentives often drive content production. While Instagram is exploring other monetization avenues like earnings from brands and fans, the lack of a direct revenue split for long-form content might deter some professional creators who depend on ad revenue for their livelihood.
What's Next?
Instagram plans to expand the 'Features' test to tens of thousands of creators across the U.S. in the coming months. The company is exploring various ways for creators to earn from brands, fans, and Instagram itself, though a long-term monetization model for these 90-minute videos has not yet been established. Instagram's Vice President of Product, Tessa Lyons, indicated that the goal is to allow viewers to seamlessly transition from short clips to full episodes of content. The success of this new format will likely depend on whether creators find sufficient value in the increased exposure and potential for audience engagement, even without direct ad revenue sharing. The company's future decisions regarding monetization will be crucial in determining if 'Features' can become a significant competitor to platforms like YouTube or if it will follow the path of previous Instagram video initiatives like IGTV.
Beyond the Headlines
The introduction of 90-minute videos on Instagram, without immediate ad revenue sharing, highlights a broader industry trend where social media platforms are constantly experimenting with content formats to capture and retain user attention. This strategy could be seen as an attempt to diversify Instagram's content ecosystem beyond its short-form Reels, potentially attracting a different demographic of users and creators. The challenge for Instagram lies in convincing creators to invest in producing long-form content without the direct financial incentives offered by competitors. This situation also underscores the evolving relationship between platforms and creators, where the value exchange is not always straightforward. While platforms seek to enrich their content offerings, creators often prioritize sustainable income streams. The outcome of this test could influence how other social media platforms approach long-form content and creator compensation in the future, potentially reshaping the digital content landscape.
