Making Creator Headlines · Page 6
Instagram Discovers Long Video and Brings a Very Large Checkbook
· New York time
Instagram has offered select YouTube creators between $50,000 and $500,000 to publish long-form videos in its Features format, according to a Business Insider report cited by Net Influencer. Features supports horizontal videos up to 90 minutes, and the reported offers followed the format's announcement. The payments show the value platforms can place on creators who already know how to attract an audience for longer work. Instagram is inviting them into a format that looks different from the short clips often associated with its feed. For a creator, an offer may make a new distribution channel worth considering, but the size of the reported range also matters: not every participant is being offered the same sum. Producing a long video requires time and a format suited to an audience willing to stay, whatever the platform calls the feature. The arrangement reverses a familiar pitch. Instead of creators asking a platform to notice their work, the platform is reportedly paying established creators to notice its new home for that work. The result could give viewers more choices for watching extended videos. It also gives the phrase creator incentive a satisfyingly literal meaning. Instagram would like a longer relationship with audiences, and it is reportedly willing to make the first conversation about money.
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