Instagram to Pay Select Creators Between $50,000 and $500,000 for Posting Long-Form Videos

 Instagram to Pay Select Creators Between $50,000 and $500,000 for Posting Long-Form Videos

In an effort to capture some of the popularity and market share currently held by YouTube, Instagram is making a significant investment. The company has begun offering substantial sums of money to a select group of content creators to encourage them to post long-form videos on the platform.

According to Business Insider, citing individuals familiar with the agreements, Instagram has offered lucrative deals to certain creators for posting long-form content. The terms of these agreements vary from creator to creator. Instagram—owned by Meta—has offered some creators $50,000 to post long-form videos as part of its new initiative, while others have been offered six-figure sums. The *Business Insider* report notes that some of these deals reach as high as $500,000.

Speaking to Business Insider, a Meta spokesperson stated, "We have previously disclosed that we are providing direct financial support to some creators to produce content for this initiative. While the specific details of these agreements remain confidential, we are excited that the content has begun to be released."

On Monday, Instagram announced major changes to its video format. As part of this, the platform is reviving its long-form video service—originally launched as IGTV in 2018 and discontinued in 2022—under the name "Features." In this new format, videos designed for horizontal, wide-screen viewing will be available directly within the Instagram app. Such videos could be as long as a feature film—up to 90 minutes in duration.

Long-form video represents a new experience for Instagram users. The introduction of 'Reels'—launched to challenge TikTok amid the rising popularity of short-form content—has fundamentally shifted how people use Instagram. It has also played a significant role in increasing the time users spend across Meta’s various apps, while simultaneously boosting the company's revenue.

However, when it comes to long-form content, YouTube remains the primary choice for internet users. YouTube holds a dominant position, particularly for longer videos that require focused, attentive viewing.

Instagram appears to be well aware of this reality. According to individuals familiar with the arrangements, there is no mandatory requirement for creators to post their content exclusively on Instagram. One source indicated that the company hopes creators will post the same long-form videos on Instagram on the very day they are published on YouTube.

Instagram’s familiar strategy to attract creators

This is not the first time Instagram has offered direct financial incentives to encourage creators to post more content on Meta’s platforms.

Last year, as the possibility of a ban on TikTok grew, Meta paid thousands of dollars to creators for posting short-form videos on Instagram and Facebook. Similarly, Instagram tested various programs that offered bonuses to creators based on the performance of their Reels. Over time, however, the scope of some of these initiatives has diminished. Previously, in 2021, when IGTV was promoted as Instagram’s primary video strategy, the company entered into agreements with certain creators, providing financial support to produce long-form, episodic content. Examples of this included the ‘Sway Boys’ (from TikTok) and Nia Sioux, known for her appearance on ‘Dance Moms.’ For a time, IGTV even featured a dedicated monetization program, through which creators received a share of the revenue generated from advertisements displayed on their videos.

Although Instagram provides direct payments to some creators, a significant question remains within the creator economy: how are other creators supposed to earn an income?

One of YouTube’s primary draws is its long-standing ‘Partner Program.’ Under this initiative, eligible creators receive a portion of the advertising revenue generated by their videos. Even as YouTube has tightened the eligibility criteria and conditions for participation, the prospect of transforming one’s interests or creative pursuits into a profitable profession continues to attract creators to the platform.

Consequently, as soon as Instagram announced changes to its video format, creators immediately raised questions regarding how they would be able to earn an income.

On Wednesday, Instagram head Adam Mosseri stated on X (formerly Twitter) that the company is exploring various monetization options for creators who produce long-form videos. He has written, “We understand that the economic aspect is very important, and we are exploring various options regarding how creators who make long-form videos can earn an income.”