Creators see promise in Instagram’s long-form push, but question whether exposure is enough
Digiday ·
Instagram wants to pull long-form creators away from YouTube, but is it offering enough? Experts weigh in on the platform's pivot.
Last week, Instagram said users would be able to post videos up to 90 minutes long, a move aimed at attracting long-form YouTube creators. But, aside from offering a handful of select creators between $50,000 and $500,000 to post long-form content through its new “Features” feature, it has offered no concrete monetization pathway for creators, saying it’s “too early to share a long-form monetization model.”
Early reactions are mixed: Without a clear ad revenue plan, creators may hesitate to make original content for Instagram, while others see promise in the platform’s discovery tools and new TV app.
Digiday spoke with seven creator economy experts about what the change could mean for creators, agents, and marketers.
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