Instagram tests 90-minute video uploads to challenge YouTube
Instagram is testing long-form video uploads of up to 90 minutes, a strategic shift from short-form content. The move aims to compete with YouTube's creator revenue model, though a monetization strategy remains undefined.
Instagram announced on Monday that it is testing a new feature allowing creators to share videos up to 90 minutes long. This marks a significant strategic shift away from the short-form vertical video that has defined the platform in the 2020s. The move is designed to challenge YouTube, which reported paying more than $100 billion to creators, artists, and media companies over the previous four years. YouTube creators in the partner program currently receive 55% of ad revenue, a model Instagram does not yet replicate. Short-form content on Instagram and TikTok is often harder to monetize due to limited ad space, leading many creators to treat those platforms as promotional arms for their YouTube channels.
Meta, which generates billions in advertising revenue, may place ads in these long-form videos, though a spokesperson stated it is too early to share a long-term monetization model. The company is exploring ways for creators to earn from brands, fans, and Instagram, including performance-based incentives. Instagram previously attempted long-form video with IGTV eight years ago, a feature that was later discontinued. The new test represents a renewed effort to capture creator attention and revenue in the long-form video market.