If you could have one million followers on any social media platform, which would you choose? There is a correct answer, and it’s YouTube, assuming you’d like to get paid for your work. But Instagram’s latest update could upend YouTube’s long-held position as the most lucrative platform for creators, if only Instagram plays its cards right.
Instagram announced on Monday that it’s testing a new type of video upload that will allow creators to share “Features,” videos up to 90 minutes long. After years in which every social platform (even LinkedIn!) aggressively pursued short-form video, this is a notable shift in strategy for Instagram. Short-form, vertical video content has defined the internet of the 2020s, but the creators behind these clips don’t actually make much money directly from platforms like Instagram — the Meta-owned platform has some monetization tools like subscriptions, but it doesn’t typically pay creators on a per-view basis.
Some people get paid by fans. We have still a small performance-based program, but… we spend more money than we make back by a long shot, and so it doesn’t really make sense to scale up because we’re just burning capital.” YouTube’s payment model is more straightforward: there are ads on videos, and creators enrolled in YouTube’s Partner Program get 55% of the ad revenue YouTube earns from their videos. The platform said last year that it paid more than $100 billion to creators, artists, and media companies in the previous four years.
Instagram and TikTok haven’t been able to replicate YouTube’s model with short-form content, which is inherently trickier to monetize than longer videos because there’s less room to place ads. Many creators see those accounts more like promotional arms for their YouTube channels than meaningful drivers of revenue. Instagram is encouraging creators to upload longer videos, as it already did eight years ago with the now-defunct IGTV.
It’s possible that its parent company Meta, which makes its billions on advertising, will put ads in those long-form videos, too. If Meta does add ads, could Instagram meaningfully compete with the YouTube Partner Program for the first time? Instagram VP of Product Tessa Lyons, who has been advocating for this change, finally convinced Mosseri to give long form another shot.
But when you want to go deeper with the creators you love and the content that they’re creating, you should be able to do that on Instagram,” Lyons said in the video. In other words, Instagram would rather keep fans on its own platform to enjoy both short and long-form content from a creator than lose them to YouTube. Instagram is testing a feature called “Clips as Reels,” which lets creators make Reels out of their long-form content.
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