Watch out, YouTube; Instagram goes from short-form to 90-minute videos
Instagram is testing 90-minute video uploads, a move designed to challenge YouTube's dominance in the creator economy. While YouTube has a proven revenue-sharing model, Instagram currently struggles to monetize short-form content effectively, prompting this strategic pivot.
Why it matters
The competition between Instagram and YouTube for creator loyalty could fundamentally change how social media platforms compensate content creators.
If you could have one million followers on any social media platform, which would you choose? There is a correct answer, and it’s YouTube, assuming you’d like to get paid for your work. But Instagram’s latest update could upend YouTube’s long-held position as the most lucrative platform for creators, if only Instagram plays its cards right.
Instagram announced on Monday that it’s testing a new type of video upload that will allow creators to share “Features,” videos up to 90 minutes long. After years in which every social platform (even LinkedIn !) aggressively pursued short-form video, this is a notable shift in strategy for Instagram.
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