Creators are asking why they should use Features if Instagram won’t reward them like YouTube doesCreators are asking why they should use Features if Instagram won’t reward them like YouTube doesOct 28, 2026, 5:10 PM UTCImage: The VergeInstagram is testing long-form videos (again) to lure in creatives from YouTube, but the platform hasn’t figured out how (or if) it’ll actually pay them. After Instagram head Adam Mosseri announced Features on Monday, creators immediately started voicing their complaints on Threads and Reddit about the lack of monetization opportunities, compared to the ad share and performance-based incentives provided by YouTube.Mosseri addressed the monetization concerns in a Threads post yesterday, saying “We understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid.” It’s anyone’s guess what those solutions will look like.In one post on Threads, creator Sidneyraz (real name Sidney Raskind) said it feels like Mosseri and Meta are “just making fun of us” by not giving creators the ability to place long-form monetization ads into Features videos. “Y’all know how this works and you know how ad calls work and you know that long form creators need ad rev to survive but you’re ask[ing] them all to upload long form content for free just to live on your platform,” Raskind said. “That’s insane.”The new Features format is currently being tested by a small group of creators in the US and Brazil. Features videos can be up to 90 minutes long (compared to the 20-minute max for Reels), and seemingly focus on landscape content instead of vertical, making them a good fit for Instagram’s TV apps as it tries to snare our attention across more screens. Meta does have some limited monetization tools for Reels, but these don’t pay creators directly per view like YouTube does.“What’s funny about Instagram adding long-form video and reels that link to the long form is the complete lack of any sort of monetization,” tech creator M. Brandon Lee said on Threads. “Why should I post my long form there? What benefit does it bring me? I can’t even post links in my content to make affiliate income unless I PAY you to post a LIMITED number of links. I can’t get ad share revenue. You want more but don’t give more.”While some longer-form video creators on Facebook previously reported good earnings via its old ad revenue-sharing payout model, Meta retired this in 2024 when it switched to a performance-based system. The primary incentive to post a Features video is the reach of Instagram, but the tradeoff is knowing that Meta will use it to train its AI models. Google considers YouTube videos free game for AI training too, of course, but at least creators get paid by the platform.Speaking on a podcast with Samir Chaudry and Colin Rosenblum, Mosseri said introducing pre-roll or mid-roll ads is “going to be problematic from a user experience perspective,” and that it doesn’t make sense to scale up the small existing performance-based program because Meta spends more money on it than it makes back.“There are three ways you can get paid at a high level: you can get paid by the platform directly, you can get paid by a fan, and you can get paid by a brand. Right now how it works on Instagram primarily is that you get paid by brands, some people get paid by fans,” Mosseri said. “Creators don’t produce a lot more when we pay, compared to what they already create.”Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jess WeatherbedThe Verge DailyA free daily digest of the news that matters most.Email (required)By providing your information, you agree to our Terms of Use and our Privacy Policy. We use vendors that may also process your information to help provide our services. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Instagram doesn’t have a plan to pay long-form video creators
