Instagram Tries to Woo YouTube Creators With Six-Figure Checks
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Instagram is trying to woo YouTube creators with six-figure checks
By Sydney Bradley
and Lucia Moses
Adam Mosseri is the head of Instagram at Meta.
Oct 29, 2026, 7:25 PM GMT+1
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Instagram wants what YouTube has — and it's willing to pay up to get it.
In an effort to persuade content creators to post long-form video on Instagram, the company is paying a select number of creators hefty sums, according to people familiar with the deals.
Not every deal is equal. The Meta-owned platform has offered select creators $50,000 to post long-form video to its new "Features" product, while others have been offered six-figure deals, some of which have reached $500,000, Business Insider exclusively learned.
"We've been public about the fact that we are funding Features content directly with some creators right now to support them," a Meta spokesperson told Business Insider. "The details of those deals are confidential, but we're excited to see the content going live."
On Monday, Instagram unveiled an overhaul of its video formats. Most importantly, it's resurrecting IGTV — a long-form video product Instagram launched in 2018 and sunset in 2022 — in the form of Features. The horizontal, wide-screen videos will exist within the Instagram app, and can be as long as a feature film: 90 minutes.
Instagram is expanding its offerings for long-form video content.