instagram tests 90 minute videos and still won't share ad money
instagram is testing videos up to 90 minutes with some creators. no ad revenue share for now.
what's being tested
instagram is testing videos up to 90 minutes long and expanding to apple tv.
the goal is obvious: become a bigger competitor to youtube for longer creator content.
the catch
there's no revenue share like youtube's.
an instagram rep told variety the platform is funding longer content "directly with some creators right now". everyone else gets reach, not ad money.
mosseri changed his mind
instagram head adam mosseri said he had been against long-form video on the platform for a long time.
his worry was that 20 or 30 minutes of watching means fewer things you'd send a friend. now he says instagram needs to lean into it, including on tvs.
why it matters for a creator business
for model pages, not much. nobody is watching 90 minutes of a model page.
for a personal brand, a founder account or an educational account, long video on instagram could become a real format, especially if the platform pushes it early.
the short version
- videos up to 90 minutes are in test
- no ad revenue share, only direct deals
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