Instagram announced that it has begun testing a new video format dubbed "Features," allowing creators to publish videos up to 90 minutes in duration. The strategic pivot, first reported by TechCrunch, represents a significant reversal after years of aggressively prioritizing vertical short-form video to compete with TikTok.
The introduction of feature-length uploads directly challenges YouTube's entrenched standing as the primary economic hub for full-length digital video. While short-form clips have dominated mobile feeds throughout the 2020s, creators across the digital media ecosystem have consistently pointed out that short-form formats generate substantially lower direct earnings than long-form content.
The Creator Monetization Divide
The fundamental challenge facing Instagram has been its monetization architecture. Speaking on the *Colin and Samir Show*, Instagram head Adam Mosseri outlined the economic realities of the platform's current framework, noting that creators earn income primarily through outside brand partnerships rather than direct platform revenue sharing.
"You can get paid by the platform directly, you can get paid by a fan, and you can get paid by a brand," Mosseri stated during the broadcast. "And right now, the way that it works on Instagram primarily is you primarily get paid by brands. Some people get paid by fans. We have still a small performance-based program, but … we spend more money than we make back by a long shot, and so it doesn't really make sense to scale up because we're just burning capital."
In contrast, YouTube operates a mature partner ecosystem. Creators accepted into the YouTube Partner Program receive a 55% share of the advertising revenue generated directly from their long-form uploads. That mechanism provides consistent returns for high-volume content producers. YouTube reported paying out more than $100 billion to creators, artists, and media organizations over a four-year span.
Photographic Documentation
Instagram Tests — verified documentary press visual.
Comparing Video Platforms: Instagram vs. YouTube
The technical and financial mechanics of both platforms present distinct operating models for digital video creators:
| Platform Metric | Instagram (Features Test) | YouTube (Partner Program) |
|---|---|---|
| Maximum Video Duration (New Test) | Up to 90 minutes | Up to 12 hours (verified accounts) |
| Core Ad Revenue Share | Limited direct share; brand-led model | 55% to creators for standard long-form ads |
| Four-Year Historical Payout | Not publicly disclosed as aggregate pool | Exceeded $100 billion across four years |
| Primary Creator Revenue Stream | Brand sponsorships, subscriptions, fan gifting | In-stream programmatic ads, memberships, Super Chat |
Why Long-Form Content Matters for Platform Ad Load
Short-form platforms like Instagram Reels and TikTok have struggled to build programmatic ad-split programs comparable to YouTube because brief vertical clips offer minimal space for mid-roll advertisements. Placing pre-roll or mid-roll commercials inside a 30-second reel causes severe user drop-off, limiting the inventory platforms can sell per minute of attention.
By moving into 90-minute uploads, Instagram creates room to experiment with traditional ad insertions, including mid-roll ad units that can support programmatic revenue sharing. Whether Instagram plans to establish a standardized revenue split matching YouTube's 55% benchmark remains unannounced as the pilot undergoes initial user testing.
Frequently Asked Questions
What is Instagram's new 'Features' video upload test?
Instagram's "Features" is an experimental upload option that allows eligible creators to publish long-form videos lasting up to 90 minutes, moving beyond the platform's previous emphasis on shorter Reels.
How does YouTube's revenue split compare to Instagram?
YouTube shares 55% of video advertising revenue directly with creators enrolled in its YouTube Partner Program. Instagram currently relies largely on creator-negotiated brand sponsorships, subscriptions, and limited performance bonuses rather than an open programmatic per-view payout model.
Are 90-minute uploads available to all Instagram users immediately?
The 90-minute video capability is currently being tested with select creators. Meta has not yet confirmed an official global rollout date for all accounts.
