Instagram is currently testing a new long-form video format called Features, which allows for videos up to 90 minutes in length. The pilot program is limited to a small group of creators based in the United States and Brazil. Unlike the existing Reels format, which is capped at 20 minutes, Features focuses on landscape-oriented content.
Despite the launch, Meta has not established a direct monetization system for these videos. Adam Mosseri, head of Instagram, stated that the company is exploring various payment options but noted that implementing pre-roll or mid-roll ads could negatively impact user experience. He also mentioned that the current performance-based incentive program is not scalable.
Creators have expressed concerns regarding the lack of revenue-sharing models similar to those offered by YouTube. Currently, Instagram creators primarily earn income through brand deals or direct fan support. Meta previously retired its ad revenue-sharing model for Facebook in 2024, replacing it with a performance-based system.
The primary incentive for creators to use the new format is the platform's reach. However, Meta will utilize the uploaded content to train its artificial intelligence models. Critics point out that while YouTube also uses video data for AI training, it provides creators with a structured ad revenue-sharing program.
