Instagram Is Testing Ability to Share Videos up to 90 Minutes Long and Launches on Apple TV — but Unlike YouTube, It’s Still Not Going to Pay Creators
Meta’s Instagram is trying to make itself a place for longer-form entertainment content from digital creators, including testing out video lengths of up to 90 minutes and letting users watch Reels and more on Apple TV. The moves are meant to position Instagram as a bigger potenti
Instagram's bold move to test longer-form video content of up to 90 minutes is a clear signal that the platform is gunning for a bigger slice of the online video pie. This development has significant implications for the digital creator economy, particularly in the context of Venice's vibrant culture and style scene. By allowing longer-form content, Instagram is essentially courting creators who have traditionally turned to YouTube for monetization opportunities.
However, it's worth noting that Instagram still lags behind YouTube in terms of creator monetization. While YouTube has long been a go-to platform for creators looking to cash in on their content, Instagram's decision not to offer similar payouts raises questions about its long-term strategy. Will creators flock to Instagram for the promise of longer-form content, or will they prioritize platforms that offer more tangible financial rewards? Industry watchers will be keeping a close eye on this dynamic, especially as Instagram continues to evolve.
As Instagram expands its reach to Apple TV, we can expect to see a more concerted effort to position the platform as a hub for entertainment content. The Venice audience, known for its eclectic tastes and appreciation for high-quality content, will likely be an important bellwether for Instagram's success. To watch: how will creators respond to Instagram's new features, and can the platform successfully navigate the complex world of online video monetization?
Originally reported by variety.com. VeniceNews adds analysis for culture, style & media readers.