Watch out, YouTube — Instagram goes from short-form to 90-minute videos

Instagram is set to challenge YouTube's dominance in monetizing creator content by introducing a new feature that allows creators to upload videos up to 90 minutes long. The platform, owned by Meta, recently announced it is testing a "Features" video upload option, which could potentially change the landscape for digital creators. This shift marks a significant change from Instagram's primary focus on short-form, vertical videos, which have been the norm on the platform since 2020.

YouTube, on the other hand, has long been the go-to platform for creators seeking monetization through ad revenue, with the company paying out over $100 billion to creators, artists, and media companies over the past four years. Instagram, however, has struggled to replicate this model with short-form content, which is inherently less effective for ad placement.

The new feature, initially tested in Brazil and soon to expand to the U.S., has the potential to generate additional revenue streams for creators. Instagram plans to explore monetization opportunities through brands, fans, and performance-based incentives. While Meta's spokesperson did not provide a clear long-term monetization model, the company is optimistic about the potential benefits for creators, including the ability to reach new audiences and partners.

Instagram VP of Product Tessa Lyons emphasized the importance of keeping fans on the platform, stating that long-form content should complement short-form content like Reels. The company is working on features such as "Clips as Reels," which allows creators to share their longer videos on Instagram, and a hub for episodic Reels on creator profiles. These developments suggest a concerted effort by Instagram to provide a more holistic ecosystem for content creators, potentially reshaping the creator economy in the process.