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Instagram announced Monday it is testing a new upload format called 'Features' that lets creators post videos up to 90 minutes long, departing from its years-long focus on short-form vertical clips. Instagram head Adam Mosseri has previously said the platform mostly pays creators through brand deals rather than direct per-view payouts, unlike YouTube's ad-revenue sharing model.
An operator of a social livestreaming platform argues that metrics like watch time and views, which built the largest social media products, measure consumption rather than genuine social connection. The piece contrasts a user who passively watches 100 videos in an hour with one who spends that hour interacting with a single person, arguing the latter is more truly social despite weaker numbers.
OpenAI has hired three former Patreon executives, including co-founder and CTO Sam Yam, product head Drew Rowny, and engineering head Shannon Ma. Yam announced on X that he will lead a new Creator Product effort at OpenAI, teasing early access to new tools for creators ahead of OpenAI's DevDay event on September 29th.
At the Fast Company Innovation Festival, OnlyFans CEO Kelly Blair described plans to broaden the platform's offerings well beyond the adult content it is best known for, including moves into streaming and financial services for creators. She noted that OnlyFans has paid out $30 billion to creators over the past decade, and pointed to a shifting mix of who is earning on the platform.
Executives from Whalar Group's The Lighthouse, Pie, and Peach & Lily convened to discuss how influencer marketing is evolving beyond traditional sponsored posts. The panel addressed how brands should select creators, structure longer-term partnerships, and produce content that feels genuine rather than promotional.
OnlyFans CEO Keily Blair is positioning the platform as a tool for creators, entrepreneurs and professionals to build direct, paid relationships with audiences rather than relying on third-party social platforms. In a recent conversation, she argued that owning an audience directly, rather than borrowing reach from other networks, represents a new model for personal branding.
Fox Entertainment has created Fox Creator Studios, a new division aimed at partnering with online content creators to develop shows and franchises. The initiative is led by Billy Parks under CEO Rob Wade, with creator Christina Richardson of C. Rich Media cited as an example of the talent Fox hopes to work with.
Roblox announced 'Roblox Everywhere,' a plan to let creators release their games as standalone apps on mobile, PC, and consoles while Roblox still handles the engine and backend. The move comes as Roblox's creator earnings hit $1.7 billion, with the top 10 creators averaging $65 million each even as the median creator earned only about $1,500. Roblox also confirmed cross-play will remain on by default, keeping standalone games tied into its main network.
A longtime search marketer who began in the field in 1998 has published guidance urging entrepreneurs to rethink growth strategy around AI-driven search and creator collaborations. The advice centers on mapping customer questions before choosing marketing channels, then using that map to guide content, creator briefs and measurement of AI-search visibility. It also stresses partnering with creators who hold genuine audience trust rather than simply the largest followings.