Instagram is offering selected video creators deals worth as much as $500,000 to publish long-form content on its platform, according to a report by Business Insider. The payments are part of Meta’s effort to attract established YouTube creators to Instagram’s new long-form video format, called Features.
The reported offers range from approximately $50,000 to $500,000, with some creators receiving six-figure proposals. The deals are not exclusive to Instagram, but participating creators are reportedly being asked to publish their YouTube videos on Instagram on the same day. The move comes as Instagram expands beyond short-form Reels to compete more directly with YouTube for longer videos, podcasts, interviews and other creator-led content.
Key Takeaways
- Instagram has reportedly offered selected creators between $50,000 and $500,000 to publish long-form videos through its new Features format.
- Features supports horizontal videos of up to 90 minutes.
- The reported deals do not require creators to stop publishing on YouTube.
- Instagram is reportedly asking participating creators to upload the same long-form videos to both platforms on the same day.
- Meta has confirmed that it is directly funding some Features content, but has not disclosed individual deal terms.
- Instagram has not announced a general advertising revenue-sharing programme for Features.
Instagram Is Offering Up to $500,000 to Attract Creators
Instagram is making direct payments to selected creators as it tries to establish long-form video as a bigger part of its platform.
According to Business Insider, the company has approached a limited group of YouTube creators with financial offers. Some proposals are reportedly worth around $50,000, while others reach six figures. The largest reported offers are as high as $500,000.
Meta has confirmed that it is funding content directly with some creators participating in Features. However, the company has not disclosed the financial details or confirmed the amounts reported for individual deals.
The payments appear to be part of a targeted strategy rather than a public creator fund. Instagram is using financial incentives to encourage established video creators to bring their existing audiences and content to its platform.
Importantly, the reported agreements do not require creators to publish exclusively on Instagram. They can continue uploading their videos to YouTube and other platforms.
What Is Instagram Features?
Features is Instagram’s new long-form, horizontal video format. The company announced the format in October 2026 as part of a broader effort to expand its video experience.
Unlike Reels, which focuses on short vertical videos, Features is designed for longer productions such as podcasts, interviews, vlogs and comedy programmes. The format supports videos of up to 90 minutes.
The idea is to allow users to watch full-length content without leaving Instagram to visit YouTube or another video platform.
Instagram is also testing a feature called Clips as Reels. It allows creators to connect shorter Reels clips to their full-length videos, giving viewers a way to discover a longer episode through a short preview.
| Feature | Instagram Features |
|---|---|
| Video format | Horizontal, long-form |
| Maximum reported length | Up to 90 minutes |
| Intended content | Podcasts, interviews, vlogs and comedy |
| Short-video connection | Reels can link to longer videos |
| Availability | Limited creator testing |
| Exclusivity | Not required under reported deals |
| General ad revenue sharing | Not announced |
Instagram first tested Features in Brazil before expanding testing to selected creators in the United States. The company has not announced a full global rollout.
Why Instagram Wants YouTube Creators
The move reflects Instagram’s growing ambition to compete with YouTube beyond short-form video.
YouTube has built a strong position in long-form content by offering creators a direct way to earn advertising revenue. Its Partner Programme allows eligible creators to receive a share of advertising revenue generated by their videos.
Instagram has historically relied more heavily on brand partnerships, subscriptions, fan support and limited performance-based incentives. Its Reels format has helped the company compete for short-video audiences, but it has not established a long-form advertising model comparable to YouTube’s.
By paying selected creators directly, Instagram can encourage established video producers to experiment with Features while the new format is still being promoted.
The strategy also gives Instagram access to content that already has an audience on YouTube. Rather than waiting for creators to build a new video business from scratch, the company can encourage them to distribute existing productions on both platforms.
Creators Can Continue Publishing on YouTube
One important detail in the reported agreements is that Instagram is not demanding exclusivity.
According to people familiar with the deals cited by Business Insider, participating creators can continue publishing their videos on YouTube. Instagram is reportedly asking them to upload comparable long-form videos to Features on the same day they appear on YouTube.
This arrangement could make the offer attractive to established creators. They can receive financial support from Instagram without immediately abandoning their existing YouTube audience or revenue streams.
It also gives Instagram an opportunity to build a library of long-form videos without requiring creators to move their entire businesses to a competing platform.
However, the financial value of these deals will depend on their individual terms. Meta has not publicly explained whether the reported amounts represent one-time payments, compensation across a period, or another arrangement.
Instagram Still Has a Monetization Challenge
Despite the reported payments, Instagram has not introduced a broad advertising revenue-sharing programme for Features.
That distinction matters because direct payments to a limited number of creators are different from a permanent monetization system available to eligible users.
Instagram head Adam Mosseri has acknowledged that creators want clearer financial incentives. In an October 2026 post, he said the company was exploring multiple options to help long-form creators get paid.
The company has also discussed possible ways for creators to earn through brands, fans and Instagram itself. However, it has not announced a long-term monetization model for Features.
YouTube therefore retains an important advantage. Eligible creators can participate in an established advertising revenue-sharing system, while Instagram’s reported payments currently appear limited to selected creators.
For smaller creators, the lack of a general programme means that access to the reported $500,000 offers should not be assumed.
What the Move Means for Creators in India
Instagram’s new strategy could eventually create additional opportunities for Indian creators, particularly those already producing podcasts, interviews, educational videos and long-form entertainment.
India has a large creator ecosystem, with many video producers distributing content across YouTube, Instagram and other social platforms. A long-form Instagram format could give these creators another way to reach audiences and promote their work.
However, there is an important limitation: the reported funding deals involve selected creators, and Instagram has not announced that the programme is available to creators in India.
There is also no confirmed timeline for an Indian rollout of Features.
For now, Indian creators should not assume that publishing a long video on Instagram will generate a direct payment. They should continue evaluating YouTube advertising, brand partnerships and other established income sources while watching for official announcements from Instagram.
The Bigger Picture
Instagram’s reported payments show how aggressively Meta is competing for creator attention. The company is not simply introducing another video format; it is attempting to attract the people who already produce the long-form content audiences watch on YouTube.
The strategy could help Instagram keep viewers inside its ecosystem for longer. A user who discovers a podcast through a Reel could watch the complete episode without switching applications. This gives Instagram more opportunities to increase engagement, strengthen creator relationships and develop its video business.
However, attracting creators with individual payments is only an initial step. Instagram will need a sustainable monetization system if it wants long-form video to become a permanent part of its creator economy.
Looking Ahead
Instagram’s reported offers of up to $500,000 could encourage established YouTube creators to experiment with Features, particularly because the deals do not require exclusivity. The new format also gives creators a way to connect short Reels with full-length productions, potentially making Instagram a more attractive destination for podcasts, interviews and other extended videos.
The bigger test will be whether Meta introduces a reliable payment model beyond a limited group of selected creators. Until Instagram announces broader eligibility rules, advertising revenue sharing or a clear monetization programme, YouTube is likely to retain an advantage among creators who depend on predictable income from long-form videos.
Frequently Asked Questions
1. Is Instagram paying creators $500,000 for videos?
Instagram has reportedly offered selected creators deals worth as much as $500,000 to publish long-form videos through Features. The amount is based on reporting about individual agreements, not a public payment programme.
2. What is Instagram Features?
Features is Instagram’s new long-form horizontal video format. It supports videos of up to 90 minutes and is designed for content such as podcasts, interviews, vlogs and comedy.
3. Do creators have to leave YouTube to receive Instagram payments?
No. The reported agreements are non-exclusive. Participating creators can continue publishing on YouTube, with Instagram reportedly asking them to upload comparable videos on the same day.
4. Does Instagram pay every creator for long-form videos?
No. The reported payments are limited to selected creators. Instagram has not announced a general payment or advertising revenue-sharing programme for Features.
5. Can Indian creators receive the $500,000 offer?
Instagram has not announced that the reported deals are available to Indian creators. The current Features testing and reported funding arrangements are limited, and there is no confirmed India-wide rollout.
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