Instagram doesn’t have a plan to pay long-form video creators

Creators who post long-form videos on Instagram will not be paid directly for their content.

Instagram is experimenting with long-form video content, named 'Features', in an effort to attract creators away from platforms like YouTube. However, the platform has yet to establish a concrete plan for monetizing these creators, drawing significant criticism. Creators have expressed frustration on social media, comparing Instagram's lack of monetization options unfavorably to YouTube's ad revenue sharing and performance incentives. Instagram head Adam Mosseri acknowledged the economic concerns and stated that the company is exploring payment solutions, but offered no specifics. The new Features format allows videos up to 90 minutes, primarily in landscape orientation, and is currently in testing with a small group of US and Brazil-based creators. Unlike YouTube, Instagram does not offer direct per-view ad revenue sharing, and existing Reels monetization tools are limited. Meta's prior ad revenue sharing model on Facebook was retired in 2024, replaced by a performance-based system.

Instagram's push into long-form video with 'Features' highlights a strategic gamble on creator acquisition without a clear monetization path, potentially alienating the very talent it seeks to attract. This approach contrasts sharply with established platforms like YouTube, which offer robust revenue-sharing models that have become a cornerstone for many video creators' livelihoods. Instagram's stated concerns about user experience and the profitability of its current performance-based programs suggest a reluctance to adopt direct ad-sharing, leaving creators in a difficult position where the value of their content on the platform remains uncompensated.

The situation signals a broader tension in the social media landscape as platforms attempt to diversify content formats while grappling with the economics of creator compensation. While Instagram aims to compete for attention across more screens, its current monetization deficit could hinder its ability to onboard and retain top-tier long-form creators who are accustomed to predictable income streams. The reliance on brand deals and fan payments, as outlined by Mosseri, may not be sufficient to offset the absence of direct platform revenue, raising questions about the long-term viability of 'Features' as a creator-centric offering.