Observed Signal · Nov 3, 2026 · Product Launch · Source: onlinemarketing.de · Impact: 3/5 · Sentiment: Positive
Instagram Offers Creators $500K to Boost Long Videos
Instagram is testing 'Features', a new format allowing creators to upload landscape videos up to 90 minutes long, currently available in Brazil and the US. To attract creators, Meta is reportedly offering selected individuals between $50,000 and $500,000 to publish content on the platform. The move aims to compete with YouTube's established monetization for long-form video. However, Instagram lacks a comparable revenue-sharing model for these videos, and creators typically earn less on Instagram than on YouTube. Past attempts like IGTV failed due to lack of sustained monetization. Analysts question whether upfront payments alone will drive long-term adoption, as creators need reliable income streams to commit to the platform.
This move by Instagram signals a strategic push into long-form video, directly competing with YouTube and potentially reshaping creator monetization dynamics within the ad-supported video ecosystem.
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Key Takeaways & Evidence Grounding
- Instagram is testing 'Features', allowing videos up to 90 minutes long, in Brazil and the US.
- Meta offers selected creators between $50,000 and $500,000 to publish long-form videos on Features.
- Instagram's head Adam Mosseri previously opposed long-form video but now supports the new format.
- According to VidIQ, creators with over 1 million subscribers earn on average $50,000 monthly on YouTube, but only $5,000-$15,000 on Instagram.
- Instagram discontinued IGTV and its in-stream video ads monetization in February 2022.
Connected Companies & Entities
3 Entities mapped“Instagram is testing the Features feature that allows videos of up to 90 minutes.”
“Meta is offering selected creators up to $500,000 to publish long-form videos on Instagram's new Features format.”
“YouTube has an established ad revenue model for long-form creator videos, and creators earn on average $50,000 monthly for accounts with ove...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram Tests 90-Minute Videos, Shifts Strategy to Long-Form
AdExchanger's daily roundup covers a potential Q4 M&A spree driven by a lenient Trump administration, highlighting Duolingo, Coursera, and Zoom as targets. It also discusses Meta's testing of long-form videos (up to 90 minutes) on Instagram, positioning it as a YouTube competitor in the TV landscape, with DTC brands shifting ad budgets from social to CTV. Other news includes Paste Magazine removing hundreds of Jezebel articles flagged as 'not brand safe,' and stock drops for Reddit, Roblox, and Pinterest after Q3 earnings. Additionally, DoorDash CEO Tony Xu confirmed the company backed out of its 2021 Instacart bid due to Biden-era regulatory fears, and Cody Plofker noted that heavy Meta spending limited brand exposure.
YouTube Developing Experimental Social App 'Tamba'
YouTube is reportedly developing an experimental social media platform called 'Tamba', according to an APK teardown by Android Authority. The analysis of YouTube version 21.44.534 revealed a separate application package (com.google.android.youtube.sandbox) with Tamba branding, suggesting a distinct product. The app appears to include social features such as following, private profiles, direct messaging (one-on-one and group), photo/video sharing, and reactions (hearts). It also integrates YouTube Shorts playback within chats. Visual assets include 38 custom icons in a playful style, indicating a full social interface. The project is internally labeled 'Project Sandbox', signaling an experimental phase. No official confirmation from YouTube or Google has been made, and launch timelines are unknown.
Amazon App Reveals Personal Inferences to Users
The Amazon app includes a hidden 'About You' page where the company lists inferences about customers based on purchase history, Alexa interactions, reviews, and search queries. A US customer, 'fangirlinmegan', discovered this feature and shared her profile on Threads, which showed surprisingly specific attributes like 'has a flat butt' and assumptions about Kindle ownership. The post went viral, prompting other users to share their own inferred profiles, which often included remarkably accurate personal traits. Amazon states this data is used to provide relevant product recommendations and allows users to view and edit such preferences. However, this feature is not available in Germany; German users can only manually enter preferences, though data collection continues. The story highlights the extent of consumer data profiling by major e-commerce platforms.
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