Meta launches 90-minute Instagram Features without a creator payout plan

Meta is rolling out a new long-form video format called Features, which allows uploads up to 90 minutes in length. The tool is currently in a limited test phase with select users in the United States and Brazil. This launch comes as Instagram seeks to compete with YouTube for video content, yet the company has not yet established a direct monetization pathway for the new format.

Instagram head Adam Mosseri announced the Features rollout on Monday. Creators quickly reacted on Threads and Reddit, expressing frustration over the absence of ad-sharing or performance-based incentives. They compared the new format unfavorably to YouTube, which provides direct payment per view and ad revenue sharing to its uploaders.

The Features format differs from Instagram Reels, which cap at 20 minutes and are typically vertical. Features videos are designed for landscape viewing, aligning with Instagram's push into TV applications. The goal is to capture user attention across more screens, but the financial model for creators remains undefined.

Sidney Raskind, who posts as Sidneyraz on Instagram, criticized Meta for asking creators to upload long-form content without compensation. Raskind stated that it feels like the company is making fun of creators by withholding the ability to place long-form monetization ads. Raskind argued that creators need ad revenue to survive and that asking them to work for free is insane.

M. Brandon Lee, a tech creator, also voiced concerns on Threads. Lee pointed out that Instagram prevents creators from posting affiliate links unless they pay for a limited number of link slots. Lee questioned the benefit of posting long-form content on the platform without access to ad share revenue or direct brand deal facilitation.

Meta previously offered an ad revenue-sharing model for longer-form videos on Facebook. The company retired that system in 2024 and replaced it with a performance-based payout structure. While some creators reported good earnings under the old model, the new performance system pays out less frequently and depends on specific engagement metrics rather than raw view counts.

Mosseri addressed the monetization gap in a post on Threads the day after the announcement. He stated that the company understands economics matter and is exploring multiple options to help long-form creators get paid. However, he did not specify what those solutions would look like or when they might launch.

On a podcast with Samir Chaudry and Colin Rosenblum, Mosseri explained that adding pre-roll or mid-roll ads would create user experience problems. He noted that scaling up the existing small performance-based program is difficult because Meta spends more on those payouts than it recoups. Mosseri said creators currently earn money primarily through brand deals or fan support, and that paying creators directly does not significantly increase the volume of content they produce.