
AI-generated summary
Meta launched an IGTV service to provide long-form videos about eight years ago, but it eventually ceased operations.
The social platform Instagram has begun testing the long video upload function. Creators can upload videos up to 90 minutes in the future, breaking the past content strategy of mainly short videos. This new feature not only gives creators more space to present complete content, but also draws attention from the outside world as to whether Instagram intends to further develop the video advertising profit sharing mechanism and challenge YouTube's long-established creator profit model.
In recent years, short videos have taken social platforms by storm. However, although short videos help quickly accumulate views and reach new audiences, creators may not necessarily receive corresponding income directly from the platform. On the other hand, YouTube has established a mature profit sharing system through video advertising and partner programs, which has become an important choice for many creators to operate long-form video content.
Adam Mosseri, the head of Instagram, recently pointed out in an interview program related to the creator economy that creators’ income mainly comes from brand cooperation, but also partly from fan support and platform rewards. He said that Instagram currently still has a limited-scale performance-based reward program, but the related expenses are much higher than the revenue, so it is not suitable for major expansion.
YouTube’s profit model is relatively clear. Creators who join the YouTube partner program can receive 55% of the advertising revenue on their video pages.
Instagram’s test of a video feature that can last up to 90 minutes is not the first time Instagram has tried long videos. Meta launched IGTV about eight years ago, but the service eventually ceased operations. Now that the long-form video function has been re-expanded, the market is paying attention to whether Meta will introduce advertising into the video, so that in addition to branding and fan subscriptions, creators can also earn income through the number of views.
A Meta spokesperson said that it has not yet announced a long-term profit model, but is exploring ways for creators to earn income through brands, fans and Instagram itself, including performance-based rewards. Whether Instagram can use this to establish a more attractive creator profit sharing system remains to be developed.
AI outlook — possibilities, not facts
Instagram will evaluate market response to long-form video feature and explore monetization models
Likely · Within months

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