Making Creator Headlines · Page 8
Instagram Offers YouTubers Up to $500,000 to Discover Horizontal Video
· New York time
Instagram has offered some YouTubers up to $500,000 to post videos using Features, its newly announced long-form horizontal format, according to Business Insider reporting cited by Tubefilter. Select creators were approached with a floor price of $50,000, while others received larger offers. The Meta-owned platform is pursuing the viewing time and advertising opportunity associated with longer video, including the audience YouTube has built on television screens. Offering money to established YouTubers addresses the talent side of that competition: a format needs people willing to make or bring videos for it, not just a new place to display them. The reported offers are directed at selected creators, not a general payment available to everyone who posts. They also do not establish whether audiences will follow those creators to Instagram or how well the new format will perform. For those approached, however, the proposed payments make the experiment a potentially significant business decision. Instagram has spent years associated with quick, vertical viewing. It is now inviting some established makers of longer videos to try a wider frame, with a check large enough to make the invitation hard to overlook. The platform is not merely asking viewers to turn their phones. It is asking creators to consider turning up somewhere else.
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