Instagram wants YouTube's creators

Instagram is paying select creators hefty sums to post long-form video on its platform, according to people familiar with the deals. The Meta-owned company is trying to compete with YouTube.

Deal amounts vary widely

Instagram has offered select creators fifty thousand dollars to post long-form video to Features, while others have been offered six-figure deals, some reaching five hundred thousand dollars.

Features resurrects IGTV

On Monday, Instagram unveiled Features, resurrecting IGTV, a long-form video product it launched in two thousand eighteen and sunset in two thousand twenty-two. Videos can be as long as ninety minutes.

No exclusivity required

The deals do not require exclusivity to Instagram. Creators are being asked to post to Instagram any long-form content they publish to YouTube that same day, according to people familiar with the agreements.

Reza Izad sees opportunity

Reza Izad, partner at Underscore Talent, called the deals an exciting opportunity for creators. Algorithmic preference for new features means more visibility, and long-form content is less abundant than short-form.

“Every time there's a new feature in these apps that the company's promoting, people will have more opportunity to be seen because there's going to be algorithmic preference to this kind of content.”

YouTube's Partner Program sets standard

YouTube's long-standing Partner Program pays eligible creators a share of ad revenue from their videos. This sustainable earning model has kept YouTube the go-to platform for creators seeking to turn content into a career.

Mosseri promises monetization options

When Instagram announced its video overhaul, creators immediately asked about monetization.Adam Mosseri, Instagram's top executive, wrote on X that the company understands economics matter and is exploring multiple options to help long-form creators get paid.

“We understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid.”