Instagram tests 90-minute video uploads as it explores creator monetization

Instagram is testing a new upload feature called "Features" that would let creators post videos as long as 90 minutes, marking a notable shift for a platform long centered on short-form content. Instagram chief Adam Mosseri said the move is meant to help users engage more deeply with creators they like. A Meta spokesperson said it is still too early to define a long-term monetization model, but the company is exploring ways for creators to earn through brands, fans, and Instagram itself, including performance-based incentives. Mosseri also said he had previously opposed bringing long-form video to Instagram, but was eventually persuaded by Vice President of Product Tessa Lyons. At the same time, Instagram is testing "Clips as Reels," which would let creators turn segments from longer videos into Reels and direct viewers back to the full version. The report also contrasts Instagram's efforts with YouTube's more established monetization system, under which creators receive 55% of video ad revenue. YouTube said last year that it had paid more than $100 billion to creators, artists, and media companies over the previous four years.