Instagram’s Long-Form Video Push Faces Creator Backlash

The new format, currently under testing in the U.S. and Brazil, allows for videos up to 90 minutes long in landscape orientation. While this shift positions Instagram to compete directly with YouTube on television screens, the platform offers no clear path for creators to earn a living. Adam Mosseri, head of Instagram, acknowledged the financial friction on Threads, stating the company is exploring options to help creators get paid, though he provided no specific timeline or model.

Prominent creators like Sidney Raskind have openly rebuked the move, labeling the request to upload long-form content for free as unsustainable. Unlike YouTube, which utilizes performance-based incentives and ad-revenue sharing, Instagram’s current ecosystem lacks a direct pay-per-view structure. Even with existing, limited monetization tools for Reels, creators argue that Meta’s approach ignores the fundamental economic requirements of professional video production. For now, the platform is asking for high-effort content while offering only exposure in return.