Instagram tests 90-minute videos, challenging YouTube's creator model

Instagram announced it is testing a new video upload feature called “Features,” which allows creators to share videos up to 90 minutes long, according to TechCrunch.

This marks a shift from the prevailing focus on short-form, vertical videos that have dominated social media platforms throughout the 2020s, TechCrunch reported.

Currently, Instagram monetizes creators mainly through brand partnerships and some fan payments, but it does not pay creators on a per-view basis like YouTube does, TechCrunch explained.

YouTube’s model involves sharing 55% of ad revenue with creators enrolled in its Partner Program, which has resulted in over $100 billion paid to creators, TechCrunch noted.

Instagram’s head, Adam Mosseri, acknowledged that its performance-based payment program is small and costly to scale, which has limited direct payments to creators, TechCrunch said.

This new feature could challenge YouTube’s dominance if Instagram manages to develop a viable monetization strategy for longer videos.

What we’re watching: How Instagram will balance longer video content with monetization to attract and retain creators in competition with YouTube.