Instagram is reportedly offering content creators payments of up to $500,000 to attract them to its platform. The Meta-owned company is expanding its video strategy to compete with YouTube. Its latest initiative focuses on attracting established creators who produce long-form content.

The move comes as Instagram tests a new video format called Features. The format allows selected creators to upload widescreen videos lasting up to 90 minutes. It marks a major shift from Instagram’s traditional focus on Reels, photographs and short videos.

Instagram Introduces 90-Minute Features Videos

The Features initiative was introduced in late October 2026. It is currently being tested among selected creators in the United States and Brazil. Meta is reportedly offering substantial financial incentives to encourage established video producers to join.

According to reports, some creators have received offers worth around $50,000. Other agreements reportedly involve six-figure payments, potentially reaching $500,000. These arrangements aim to attract YouTubers, podcasters and documentary producers.

Meta has confirmed that it is directly funding some creators during the initial rollout. However, the company has not disclosed individual contracts or payment details. The reported $500,000 figure does not represent a guaranteed payment for every creator.

The new agreements reportedly allow creators to continue publishing content on competing platforms. They can also upload their existing YouTube videos to Instagram on the same day. This arrangement could help creators earn additional income without abandoning their established audiences. The Features format supports horizontal videos lasting up to 90 minutes. It is designed for interviews, podcasts, documentaries and entertainment programs. Instagram is also exploring connections between long videos and shorter Reels.

This approach could help creators attract viewers through short clips. Interested audiences could then watch the complete video through Features. However, the testing remains limited to selected creators.

Instagram Faces Strong Competition From YouTube

YouTube already has an established system for paying long-form video creators. Through its YouTube Partner Program, eligible creators generally receive 55 percent of recognized advertising revenue from long-form videos. Creator earnings depend on several factors. These include audience location, advertising demand, content category and viewer engagement. Some monetized channels earn between $1 and more than $10 per 1,000 views.

Instagram does not currently offer a widely available advertising revenue-sharing system for Features videos. Creators can earn through sponsorships, promotional campaigns and brand partnerships. However, ordinary video views do not automatically generate comparable advertising income.

This difference creates a major challenge for Instagram. Meta may attract creators through large upfront payments. However, retaining them will require a reliable long-term income model.

Instagram head Adam Mosseri has also acknowledged the importance of creator earnings. He has discussed the challenges of developing a sustainable monetization system. The company is exploring different options instead of immediately introducing YouTube-style revenue sharing.

Advertising could become another potential source of income. However, Instagram must ensure that advertisements do not negatively affect the viewing experience.

Instagram’s New Strategy Follows IGTV’s Failure

The latest initiative also follows Instagram’s earlier attempt to compete with YouTube. In 2018, the company launched IGTV to encourage longer video viewing. However, the product struggled to attract a large and consistent audience. Instagram eventually discontinued IGTV’s standalone application in early 2022.

In July 2021, Meta also announced plans to invest more than $1 billion in creator programs through the end of 2022. Despite these investments, Instagram did not establish a long-form video ecosystem comparable to YouTube.

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Features represents another attempt to change that position. The company is now combining longer videos with its existing content discovery system. Its success will depend on creator earnings, audience interest and the platform’s ability to retain viewers. Instagram has not announced a global launch date for Features. For now, the company is continuing its limited testing while exploring new ways to attract established creators.