Making Creator Headlines · Page 1
Instagram Offers Feature-Length Video and Leaves the Revenue Share on the Cutting-Room Floor
· New York time
Instagram is testing uploads of up to 90 minutes and expanding playback to Apple TV as it moves further into long-form video. The feature puts the app in closer competition with YouTube for viewing time on television screens. Unlike YouTube, however, Instagram is not offering creators a share of ad revenue. That distinction matters to anyone deciding whether to make a longer program. A feature-length video can demand more planning, filming and editing than a short clip, and creators must weigh those costs against the audience and business opportunities available on each platform. A new television interface may help people watch together, but a larger screen is not itself a payment arrangement. Instagram's pitch also marks a change in direction for an app associated with short videos. It wants a place in the living room without giving up its place in the pocket. The same creator who learned to catch a viewer in seconds can now consider keeping that viewer occupied for an entire evening. The platform has made room for the extended version. Creators will still have to decide whether the credits can include a budget. For now, the couch gets a bigger role than the revenue share.
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