Instagram is making waves by testing a new feature that allows creators to upload videos as long as 90 minutes. This marks a big shift from its previous focus on short clips, which have dominated the social media landscape in recent years. So, what does this mean for creators and the platform itself?
For a long time, YouTube has been the go-to platform for creators looking to monetise their content. YouTube's model is straightforward. Creators can earn money from ads placed on their videos. In fact, last year, YouTube paid out over $100 billion to creators, artists, and media companies. In contrast, Instagram has been less generous. While it offers some monetisation options, most creators on Instagram earn their money from brand partnerships rather than directly from the platform.
Adam Mosseri, the head of Instagram, recently discussed the platform's new direction on a show called Colin and Samir. He explained that creators can earn money on Instagram in three main ways: directly from the platform, from fans, or from brands. However, Mosseri admitted that Instagram spends more on creators than it earns back, making it hard to scale up its monetisation efforts effectively.
The introduction of longer videos could change this dynamic. Instagram's new feature, dubbed "Features," allows for more in-depth storytelling. Mosseri had previously been against long-form content, believing that shorter videos, like Reels, drove more engagement. However, Tessa Lyons, Instagram’s VP of Product, successfully convinced him that there is a place for longer content on the platform. She argued that it would be beneficial for fans who want to dive deeper into the creators and the stories they share.
Instagram is also testing a feature called "Clips as Reels," which lets creators take snippets from their longer videos and turn them into short clips. This could help drive traffic to the full-length content while keeping users engaged on the platform. The aim is to create a symbiotic relationship between short-form and long-form videos, allowing users to enjoy a range of content without leaving Instagram.
Currently, Instagram is testing these features in Brazil and is planning to expand to the U.S. soon. They're also working on better discovery tools for live videos and a new hub for episodic content, similar to what TikTok offers. This could make it easier for users to navigate and find the content they enjoy.
While there's still uncertainty about how Instagram will monetise these longer videos, there’s hope that it could level the playing field with YouTube in terms of revenue opportunities for creators. A spokesperson from Meta, Instagram’s parent company, mentioned that they are exploring different ways for creators to earn money from brands, fans, and Instagram itself.
This shift to longer videos could be a game changer for Instagram. By offering creators the chance to produce more in-depth content, Instagram is attempting to keep users engaged and reduce the risk of them migrating to platforms like YouTube. As the platform continues to develop these features, it will be interesting to see how they evolve and how creators respond.
In short, Instagram’s move into longer videos could redefine how creators operate on the platform and potentially reshape the creator economy. Whether it will succeed in challenging YouTube's dominance remains to be seen, but it's certainly a step in a new direction.