Instagram is making a big offer to lure YouTube creators to its latest venture. It’s reportedly offering select YouTubers $50,000 to $500,000 to produce new videos for Features.
They don’t have to leave YouTube to take the deal.
According to reports, the deals are nonexclusive. Creators can keep uploading to YouTube. The main requirement is publishing on Instagram the same day. Instagram isn’t poaching talent so much as offering another avenue, plus funding for a strong entrance.
What is Features?
Instagram’s new Features format supports horizontal videos up to 90 minutes long. That gives creators more room for podcasts, interviews, vlogs and other long-form content.
A tool called Clips as Reels connects the short and long formats. It lets creators turn portions of longer videos into Reels that link back to the full video.
Instagram is taking the reins early
Instagram isn’t just looking for more videos. It wants creators with established audiences and the skill to keep viewers watching.
Instead of waiting for creators to notice Features and decide whether to use it, Instagram is making it worth their while to be among the first. It’s also giving creators a financial reason to experiment without abandoning their YouTube channels.
A big check can entice creators to upload. Giving them reasons to keep going is harder. Instagram hasn’t announced a standard revenue-sharing program for Features, so it’s unclear how creators will earn once these initial deals end.
Instagram clearly will spend to get creators on board. Now it needs a monetization plan that gives them a reason to stay.