THE APEX TIMES
Instagram is experimenting with YouTube-style long videos, described as “Features,” while Meta executives indicate the program is not currently designed to share advertising revenue with creators.
Instagram is exploring a shift toward longer-form video, according to reporting cited by Yahoo Finance. The app’s leadership is testing “Features,” a format that aims to let users post videos that can run around 90 minutes, a length more typical of video platforms built for long sessions rather than short, scroll-driven viewing.
The concept appears intended to broaden how Instagram keeps users watching and how it organizes video discovery. However, Meta’s executive position, as characterized in the report, suggests the company is not prepared to make creator payouts contingent on advertising revenue in the way some other platforms do. In other words, the testing phase is not being presented as a guaranteed revenue-share plan.
The reporting also frames the core tension facing Instagram’s long-form push: sharing ad money with creators can materially increase costs, and Meta’s boss is said to have argued that doing so would not be profitable under current economics. That stance, if it holds, implies Instagram’s early monetization strategy may rely more on existing ad formats and internal engagement goals than on direct advertiser-funded creator revenue shares.
The long-video trial comes at a time when major social platforms have been trying to defend attention against rivals that are better built for extended viewing. YouTube and other long-form-centric networks have developed mature models for creator compensation tied to ad performance, sponsorships, and other revenue streams. Instagram’s approach, based on the limited details available in the report, appears closer to experimenting with format and watch time first, then evaluating monetization later.
Meta did not provide additional specifics in the accessible materials here beyond the characterization of the testing and the rationale for not sharing ad money yet. The company also did not disclose, in the cited reporting, the exact timeline for expanding “Features,” the eligibility rules for creators, or whether any alternative compensation mechanisms are being tested alongside the format.
Broader context matters even if details are sparse. Instagram is part of Meta’s family of apps, alongside Facebook and WhatsApp, and it is one of the company’s most important consumer engagement engines. When Instagram changes video length and discovery patterns, it can influence ad inventory, viewer session duration, and advertiser demand. Creator programs, meanwhile, can affect both content supply and production quality, but they often come with higher ongoing financial obligations.
Even so, the article does not lay out concrete financial metrics, such as the expected incremental ad revenue per user from longer videos, the size of any creator budgets, or any target profitability thresholds. As a result, it remains unclear whether Meta is aiming to scale “Features” broadly, keep it as a limited beta, or adjust the economics before making any creator revenue-share commitments.
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