Business Insider reported that creators were offered as much as $500,000 to post video to Meta’s new Features product.
Instagram is reportedly offering some creators up to $500,000 to post long-form content as it looks for new ways to drive interest in its latest content experiment.
Last week, Instagram announced initial testing of its new Features option, which will let creators post videos of up to 90 minutes.
Yet despite providing the capacity to share longer videos, creators don’t have much incentive to do so because YouTube’s Partner Program offers significantly more potential to earn money from that content.
Instagram Chief Adam Mosseri has acknowledged this, and said in a Threads post on Thursday that “the economics matter a ton,” and that he and his team are exploring multiple options to help long-form creators get paid.
According to Business Insider, the first effort on that front is a series of one-off payments to big-name stars.
As per BI: “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.”
Meta didn’t confirm or deny the details. Instead, a Meta spokesperson told Business Insider that Meta is “funding Features content directly with some creators,” and that it’s “excited to see the content going live."
Which suggests that this will be a significant part of its new long-form push. Though Meta should know better than anyone that this type of upfront payment process won’t drive ongoing interest or adoption.
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