Meta has begun compensating certain YouTubers to repurpose their long-form content on Instagram Features, according to reporting by Business Insider. The payments, which range from $50,000 to $500,000 per creator, come with a straightforward requirement: upload the same YouTube videos to Instagram's new 90-minute format on the same day they go live elsewhere. Sydney Bradley and Lucia Moses reported the figures based on conversations with people involved in the negotiations, though TNW has not independently confirmed these amounts.

The arrangement carries no exclusivity clause, meaning creators can simultaneously distribute their work across both platforms. A source close to the deals explained to Business Insider that Instagram simply wants long-form YouTube content posted to Features on identical timelines. When asked about the specifics, a Meta spokesperson told Business Insider: "The details of those deals are confidential, but we're excited to see the content going live."

Creator backlash over unpaid content

Instagram unveiled Features on 26 October as a dedicated space for extended videos. The platform has made clear it has no current plans to distribute advertising revenue from this content. By contrast, YouTube's Partner Program allocates 55 percent of ad earnings to creators producing long-form videos. YouTube has also raised the bar for entry into its monetization program starting in 2027.

Within hours of Features' announcement, creators voiced frustration across social platforms. On Threads and Reddit, content producers questioned why they should upload material without compensation. Creator Sidney Raskind posted on Threads that long-form creators "need ad rev to survive," calling the proposition to upload for nothing "insane."

Adam Mosseri, who leads Instagram, responded to the criticism on Threads, noting that Features remains in early stages with limited access. He acknowledged the financial concerns directly: "We understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid." During an appearance on The Colin & Samir Show, Mosseri elaborated on Instagram's existing monetization efforts, describing the current performance-based program for video as "ROI negative."

Agents see exposure value

Talent representatives view the situation differently. Reza Izad, co-CEO of the agency representing Noah Beck, characterized the deals as an "exciting opportunity" for creators. Speaking to Business Insider, Izad explained: "Every time there's a new feature in these apps that the company's promoting, people will have more opportunity to be seen."

Meta has pursued this strategy previously. The company paid creators to produce original shows for IGTV, its earlier long-video platform, which was discontinued in 2022. YouTube has similarly invested in creator retention, launching a direct funding program for shows in August.

Source: The Next Web