Instagram is trying to woo YouTube creators with six-figure checks
Instagram is offering select creators six-figure deals, some of which have reached $500,000, to post long-form videos to its new "Features" product.
Instagram, the social media platform owned by Meta, is attempting to attract YouTube video creators by offering lucrative six-figure payments. The company is reviving its IGTV feature, allowing creators to upload horizontal videos up to 90 minutes long. To encourage this shift, Instagram is paying select creators to cross-post their YouTube content to Instagram within the new "Features" product.
While some deals are for $50,000, others have reached as high as $500,000. Instagram aims to capitalize on YouTube's long-form video dominance, despite Reels being its primary content format. The deals do not require exclusive content on Instagram, and creators must post their long-form YouTube videos to Instagram on the same day.
This move comes after Instagram's previous paid deals for short-form videos during the TikTok potential ban.
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