Instagram Expands Video Length To 90 Minutes
Instagram now allows videos up to 90 minutes long, but creators question the lack of a monetization plan. This change may attract long-form YouTube creators, according to Digiday.
Original reporting · digiday.com
Original: “Creators see promise in Instagram’s long-form push, but question whether exposure is enough”
Read “Creators see promise in Instagram’s long-form push, but question whether exposure is…” at Digiday →How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- Instagram now allows videos up to 90 minutes long, which may attract long-form YouTube creators.
- Creators are concerned about the lack of a clear ad revenue plan for long-form content on Instagram.
- Instagram's discoverability features may help creators build bigger audiences, but a monetization plan is still needed to attract creators.
Instagram has announced that users can now post videos up to 90 minutes long, a move aimed at attracting long-form YouTube creators. This change may help the platform compete with YouTube for creator attention.
Early reactions to the change are mixed, with some creators seeing promise in the platform's discovery tools and new TV app, while others are hesitant due to the lack of a clear ad revenue plan. Digiday reported that creators may hesitate to make original content for Instagram without a concrete monetization pathway.
Creator economy experts spoken to by Digiday expressed concerns about the lack of an ad revenue structure for long-form content, especially compared to YouTube. They noted that YouTube has a more established monetization program for creators, which may make it harder for Instagram to attract creators.
Digital strategist and creator Gabriella Zutrau said that Instagram's discoverability is helpful for creators, but she was disappointed that the platform appears to be offering discoverability as a form of payment. She stated that 'exposure as a form of payment' is not enough for creators.
Jo Wong, chief revenue officer at POP.STORE, agreed that Instagram's lack of a monetization program is a concern for creators. She noted that Instagram has never had a strong monetization program for creators, which may make it difficult for the platform to compete with YouTube.
Nick Jacklin, president of Shorthand Studios, was more optimistic about the change, noting that creators should be paid equitably and transparently. He suggested that if Instagram starts running ads on long-form content, it could break creator trust, but also noted that the platform's discoverability could help creators build bigger audiences.
Creators and creator agencies are planning their next steps, with some considering using Instagram as just another distribution platform. Others see potential in the platform's revamped TV app and discoverability features, which could help creators build bigger audiences and negotiate better deals with brands.
Questions and answers
Why are creators concerned about Instagram's long-form video feature?
Creators are concerned because Instagram has not offered a concrete monetization pathway for long-form content, making it unclear how they will be paid for their work.
How do creators plan to use Instagram's long-form video feature?
Some creators plan to use Instagram as just another distribution platform, while others see potential in the platform's revamped TV app and discoverability features to build bigger audiences and negotiate better deals with brands.
What do creator economy experts think about Instagram's lack of a monetization program?
Creator economy experts think that Instagram's lack of a monetization program is a concern for creators, and that the platform needs to establish a clear ad revenue plan to compete with YouTube.
