Instagram is offering select creators payments of $50,000 to $500,000 to post their long-form YouTube content on its new "Features" product, according to Business Insider. The Meta-owned platform confirmed it is funding Features content directly with some creators, but said the deal details are confidential.
The move follows Instagram's Monday announcement of an overhaul of its video formats, which resurrects IGTV — launched in 2018 and shut down in 2022 — as Features. The product hosts horizontal, wide-screen videos inside the Instagram app, with a maximum length of 90 minutes, close to a feature film.
Instagram Features deals and what creators get
The offers are not identical. Business Insider reports that some creators were offered $50,000, while others received six-figure deals that climbed as high as $500,000. Multiple people familiar with the agreements said exclusivity is not required, and one person said Instagram is asking creators to cross-post any long-form video they publish to YouTube on the same day.
Reza Izad, partner at Underscore Talent, called the deals an "exciting opportunity" for creators, pointing to algorithmic preference for promoted formats and the relative scarcity of long-form content compared with short-form.
- Payment range reported by Business Insider: $50,000 to $500,000 for select creators.
- Video format: horizontal, wide-screen, up to 90 minutes long.
- Deals do not require exclusivity to Instagram, per people familiar with the agreements.
