GoKawiilInstagram tests long-form 'Features' videos without creator payment plan
Instagram is piloting a new long-form video format called Features, allowing clips up to 90 minutes in landscape orientation, currently limited to a small group of creators in the US and Brazil. Instagram head Adam Mosseri confirmed on Threads that the company has no monetization system in place yet, only saying it is 'exploring multiple options' to pay creators.
GoKawiil's interpretation of the reporting above, not reported fact.
Creators on Threads and Reddit have criticized the move, arguing Meta is asking them to produce ad-supportable long-form content without offering YouTube-style revenue sharing or per-view payouts. The gap suggests Meta may be prioritizing audience and watch-time growth on new surfaces like its TV apps before committing to a creator payment structure, which could affect whether established YouTube creators are willing to adopt the format.
- Instagram's new Features format supports videos up to 90 minutes, far longer than Reels' 20-minute cap.
- Mosseri acknowledged monetization concerns but gave no concrete payment plan or timeline.
- Creators say the lack of ad revenue sharing and restricted link-posting make the format unappealing compared to YouTube.
Source: theverge.com — Jess Weatherbed, 2026-10-28
Published there as: “Instagram doesn’t have a plan to pay long-form video creators”
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