Last week we wrote about Features, Instagram’s test with landscape video up to 90 minutes. Unsurprisingly, Instagram is now taking the next step and paying creators to fill the format. Selected YouTubers are being offered between $50,000 and $500,000 to post their long videos in Features, preferably the same day as on YouTube. The deals aren’t exclusive, and Meta is keeping the details quiet. There’s still no revenue share in Features, though, while YouTube gives creators 55% of ad revenue on long videos. Instagram boss Adam Mosseri says they’re exploring several ways to let creators with long-form content earn money. The move shows how hard Instagram is pushing Features. The question is whether viewers stay once the one-off money runs out. Our guess is that a permanent revenue share is what it would take.
