Instagram Wants Longer Videos. Creators Want A Business Model

Instagram is testing a new long-form format called Features, allowing selected U.S. creators to publish horizontal videos of up to 90 minutes. The company provides direct funding for some participants, but has not announced a broad revenue-sharing model, prompting creators to question how they would be paid compared with established platforms like YouTube. Some fear hosting long videos on Instagram could cannibalize YouTube AdSense earnings. Instagram head Adam Mosseri said the company is exploring multiple options to compensate long-form creators. The test, expanded after an initial rollout in Brazil, is intended to let viewers continue watching within the app, while creators weigh potential benefits such as reaching new audiences and leveraging brand deals.