Instagram’s 90-minute video push leaves creators weighing reach against revenue
Instagram’s move to allow videos as long as 90 minutes is drawing interest from creators and talent representatives, but the platform has yet to explain how creators will earn money from long-form viewing. The feature could expand Instagram’s role in creator distribution, while leaving a key question unresolved: whether discovery and audience growth are enough to justify producing original programs for the platform.
Instagram said last week that users would be able to post videos up to 90 minutes long, in a bid to attract creators associated with YouTube and other long-form outlets. It is offering a limited group of creators between $50,000 and $500,000 to publish long-form videos through a new feature called Features. Beyond those payments, the company has not announced a long-form advertising revenue model, saying it is too early to share one.
Creators want a clearer path to earnings
Some creators and managers view Instagram’s discovery potential as an asset, particularly for building awareness and attracting brand interest. But several people consulted on the shift said reach alone is not a substitute for a transparent, ongoing revenue arrangement.
Digital strategist and creator Gabriella Zutrau criticized the idea that discoverability could serve as payment. She said Instagram can help creators get noticed, but questioned whether that benefit makes up for the lack of a defined way to earn from long-form content. Creator representatives also contrasted Instagram’s current position with YouTube, which is widely regarded by those interviewed as a stronger platform for direct creator earnings.
That comparison is not uncomplicated: YouTube has monetization eligibility thresholds, and its requirements are expected to change next year. Still, Samantha Walters, vice president of talent experience at Shine Talent Group, said she was surprised Instagram had not introduced a competitive monetization structure. She pointed to creator investment in YouTube as evidence of the value of established earning opportunities.
Nick Jacklin, president of Shorthand Studios, argued for a model in which Instagram shares advertising revenue with creators, while stressing that payment should be equitable and transparent. He also warned that running ads alongside long-form content without a clear arrangement could damage creator trust. An Instagram representative said the company is exploring ways for creators to earn from brands, fans and Instagram, including performance-based incentives.
The feature could also affect negotiations between talent and platforms. Alexandra Mathieu, vice president of creative and strategy at Open Influence, said Instagram’s spending to attract creators could give managers more leverage in discussions with YouTube. Those conversations may extend beyond fees to exclusivity, distribution, production support and creative control.
Testing distribution before investing in originals
For now, some creator businesses are treating Features as another place to distribute existing work rather than a reason to commission new shows. Mustafa Aijaz, vice president of media company SoaR, said the company would post content there but was not yet making material specifically for Instagram. That cautious approach reflects the absence of a clear return on the time and production costs involved.
Others see possible formats that could suit the platform. Zack Evans, vice president of creative strategy at Shorthand Studios, said interview shows and scripted comedy might work well, particularly alongside Instagram’s updated TV app. He described a potential viewing journey in which short-form posts capture attention and lead people into longer videos without leaving Instagram. That approach could address a familiar distribution challenge: platforms do not always make it easy to move audiences from short clips to longer work hosted elsewhere.
Reusing older videos is one way creators may test whether Features can build an audience before committing to original programming. Jo Wong, chief revenue officer at creator commerce platform POP.STORE, advised creators to try their back catalog and assess whether the resulting reach changes their ability to secure brand partnerships. Mathieu suggested a related but more developmental use: using existing programs as a starting point for Instagram-native series, including creator-led shows and longer-running video formats.
Early interest is not the same as broad commitment. In a survey of 50 Shine Talent Group creators, 93% said Instagram would need to change its revenue policies to encourage them to post long-form video. All respondents already posted on the platform. The results suggest that Instagram has an existing creator base to build on, but participation in its current short-form ecosystem does not guarantee creators will invest in longer productions.
Instagram’s discovery tools, the TV app and the possibility of keeping short- and long-form viewing together may make the feature worth testing. Whether those advantages translate into sustained creator investment will depend in part on how the company turns its stated exploration of earnings into specific, dependable terms.
