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Instagram tests 90-minute videos to challenge YouTube but lacks creator ad revenue share.

Market News
29 Oct 2026, 12:47 WIB
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Instagram tests 90-minute videos to challenge YouTube but lacks creator ad revenue share.

Instagram is testing a new video format called Features, allowing horizontal videos up to 90 minutes, aiming to attract podcasters and longform creators away from YouTube. The test is currently in Brazil and a small U.S. trial, with plans to expand. Unlike YouTube, which shares ad revenue with creators, Instagram currently has no clear plan to pay creators from ad revenue, relying instead on brand deals. This revenue model may limit Instagram's ability to lure creators who depend on ad income, though the platform is exploring future monetization options. The move targets longer viewing sessions and more ad inventory amid Instagram's growing user base and engagement. Instagram's past IGTV attempt failed, making this a critical test for Meta in competing with YouTube in longform video content.

Meta Platforms Inc shares rose 1.20% to USD 619.83 on Pluang as of Oct 29, 2026 17:01 WIB. The stock shows strong buying interest with 76% of orders on Pluang being buys. This price movement comes as Meta tests new video features on Instagram to compete with YouTube in longform content.

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