Instagram is reportedly offering some creators as much as $500,000 to publish long-form content, as it works to build momentum for Features, a new test format that allows videos up to 90 minutes. The push comes just days after Meta announced the initial rollout of the experiment, and it signals how much the company wants the format to gain traction early.
Business Insider reported that select creators were offered $50,000 to post to Features, while others received six-figure deals, with some reaching $500,000. Meta did not confirm the figures. A spokesperson said only that the company is funding Features content directly with some creators and is excited to see it go live.
Why Upfront Payments May Fall Short
Longer uploads alone give creators little reason to switch, because YouTube’s Partner Program offers far better earning potential. Instagram chief Adam Mosseri acknowledged the problem in a Threads post, saying the economics matter a great deal and that his team is exploring several ways to help long-form creators get paid.
Analysis from VidIQ shows the gap. YouTube’s ad revenue share typically pays between $1 and $10 per 1,000 long-form views, while Instagram earnings based on views alone are effectively zero without a brand deal. Creators with over a million subscribers average roughly $50,000 per month on YouTube, compared with $5,000 to $15,000 on Instagram.
A Familiar Playbook
Meta has tried this approach before. In 2021 it pledged $1 billion to creators for 2022, including payments tied to ads in IGTV content. Interest stayed low, and by early 2022 the company was already moving to shut down the standalone IGTV app. Other platforms have tried similar tactics, including X, which offered a $175,000 prize earlier this year for users who used Grok to create their own version of “The Odyssey.”
Promotions like these usually cause a short spike in posting, but they rarely produce lasting growth in video creation or viewing. Unless Instagram introduces a sustainable revenue-share system, its new long-form option may struggle to win over creators.