Instagram tests 90-minute videos, a direct challenge to YouTube
The test puts Instagram into long-form video, where creator income so far has depended on brand deals rather than ad revenue sharing.
Instagram has begun testing a new upload format called Features, which lets creators post videos up to 90 minutes long, a sharp turn after years of pushing short-form video. The move targets YouTube's lead in creator income, since Instagram mostly pays creators through brand deals while YouTube shares 55% of ad revenue with Partner Program members. Meta says it is still working out a long-term monetization model, including performance incentives, but has not committed to ads in long videos. A companion feature, Clips as Reels, turns long videos into short clips that link back to the full version, and both tests are running in Brazil with a small U.S. trial coming next.
Why it matters
For creators who rely on long videos, Instagram is becoming a possible alternative to YouTube, but the payment picture is still unclear. Instagram has mostly paid creators through brand deals and runs only a small performance-based program, while YouTube shares 55% of ad revenue with Partner Program members. Meta has not yet committed to ads in long videos, so creators weighing a move have no settled earnings model to compare against YouTube's. The Clips as Reels link-back feature also gives long-form creators a way to pull viewers from short clips into the full version.
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