Instagram Faces Creator Backlash Over Lack of Monetization for New Long-Form Video Feature
Instagram is testing a new long-form video format called 'Features,' allowing videos up to 90 minutes in length. While the feature aims to compete with YouTube by attracting creators through landscape content suitable for TV apps, it currently lacks a direct revenue-sharing model. This has sparked significant backlash from creators on platforms like Threads and Reddit, who argue that Meta is asking for high-effort content without providing the ad-revenue incentives necessary for sustainability. Instagram head Adam Mosseri acknowledged the economic concerns but noted that implementing pre-roll or mid-roll ads could negatively impact user experience. He also stated that current performance-based programs are not yet scalable because they cost Meta more than they generate in revenue. Currently, creators on the platform rely primarily on brand deals and fan support rather than direct platform payouts.
Topics: Content Monetization Meta Platforms Social Media Video Content Strategy
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Part of the story Meta Offers Large Incentives to YouTube Creators for New Instagram Long-Form Video Format (2 articles)