Instagram tests videos lasting up to 90 minutes
By the AFREEQUE newsroom, based on Techcrunch
Instagram is testing a new feature allowing creators to publish videos of up to 90 minutes, breaking with its strategy focused on short formats. The move aims in particular to make the platform more attractive to creators and boost their earnings, according to TechCrunch.
Instagram is testing a new video format called “Features”, which will allow some creators to publish content lasting up to 90 minutes, the social network owned by Meta announced on Monday, according to TechCrunch.
This move breaks with the priority given for several years to short, vertical videos. Instagram hopes to boost its appeal to creators, while its remuneration relies mainly on brands and, to a lesser extent, on subscriptions and fan payments. Adam Mosseri, Instagram’s head, explained that the performance-based remuneration programme remained limited and cost the platform more than it generated.
YouTube retains a more direct model, with adverts integrated into videos and 55% of advertising revenue paid to creators enrolled in its partner programme. The platform said it had paid more than $100 billion to creators, artists and media companies over the previous four years. Instagram could integrate adverts into its long videos, as the IGTV service had previously considered doing before it was discontinued.
