Have you ever wondered why top YouTubers remain loyal to the long-form video platform, even as Instagram and TikTok roll out a series of attractive features to lure them away? The answer lies in something very simple yet very brutal: money.
YouTube pays creators 55% of ad revenue on long-form videos. It is a proven model over more than a decade, turning YouTube into the "promised land" for those making a living through content. Meanwhile, Instagram—despite having billions of users—has never offered a comparable payout mechanism for long-form video.
But things are changing. And that change starts with checks worth up to $500,000.
Join me, SilverZ, as we dissect the gamble known as Instagram Features—where the platform is spending massive sums to convince creators to leave the comfort zone of YouTube, and what that means for anyone creating content.
Instagram Features: When 90-Minute Videos Become the New "Weapon"
On October 26, 2026, Instagram officially announced a milestone change: they are testing an entirely new video format called Features. These are horizontal videos, up to 90 minutes long—more than four times the 20-minute limit of Reels, and long enough to hold a podcast episode, a travel vlog, or even a short film.
It sounds similar to IGTV—the long-form video product Instagram launched in 2018 and killed off in 2022. But this time, Instagram isn't just remaking an old version. They are building an entirely different strategy, with one core difference: this time, they are willing to pay creators directly.
Features is currently being tested with a small group of creators in the US and Brazil. Videos can be shared as short clips (Reels) to funnel viewers to the long-form content, and Instagram is also expanding video visibility on Apple TV. Clearly, Instagram's ambition no longer stops at phone screens—they want to conquer your living room too.
Numbers That Speak: From $50,000 to $500,000
This is the part that makes the story especially compelling. According to exclusive sources, Instagram has paid select creators directly to convince them to post long-form content to Features. The rates vary:
- Starting point: $50,000 for certain creators.
- Highest: up to $500,000 for high-influence creators.
Notably, these deals do not require exclusivity. Instagram does not force creators to quit YouTube. Instead, they only ask creators to upload the long-form videos they published on YouTube to Features on the same day. A clever strategy: instead of trying to buy out creators entirely, Instagram is trying to become a parallel distribution channel—where creators can leverage an extra platform without sacrificing their old one.
Meta, Instagram's parent company, has confirmed paying certain creators directly but declined to disclose deal details. A Meta spokesperson stated: "We are excited to see the content being brought to the platform."
Creator Reactions: When Money Isn't Everything
At first glance, figures like $50,000 or $500,000 might seem like an offer you can't refuse. But reactions from the creator community are much more complex.
Shortly after Features was announced, many creators spoke out critically on Threads and Reddit. The core of their dissatisfaction was not the upfront cash, but the lack of a long-term ad revenue-sharing model.
Creator Sidney Raskind wrote on Threads that long-form content creators "need ad revenue to survive," and asking them to post for free is "crazy." Others pointed out that YouTube pays 55% of ad revenue—a sustainable model that has helped countless creators build careers. Meanwhile, Instagram appears to offer a one-time cash sum without long-term commitments.
Adam Mosseri, head of Instagram, had to respond. He acknowledged: "We understand that economics are extremely important, and we are exploring options to help long-form content creators get paid." But he also frankly admitted that Instagram's current performance-based payout program is in a state of "negative ROI"—meaning Instagram pays out more than it takes in.
Strategic Gamble: Is Instagram Buying Time or Buying Failure?
Behind the generous checks lies a high-risk strategic gamble.
First, Instagram is trying to change user behavior. For years, Instagram has been associated with short, vertical, fast-paced content. Persuading users to sit down and watch a 90-minute video on Instagram is a formidable challenge. Mosseri admitted he "opposed doing long-form video on the platform for a long time" out of concern it would dilute the friend-connection experience.
Second, Instagram faces an established competitor. YouTube not only has a stable payout model, but also boasts a massive creator ecosystem and a loyal audience. Luring creators with cash might work in the short term, but it cannot replace a sustainable economic model.
Third, Instagram lacks an ad revenue-sharing plan. This is a fatal weakness. If Instagram does not introduce a revenue-sharing mechanism similar to YouTube soon, creators paid today may leave the platform when contracts end. As an Instagram spokesperson acknowledged: "It is still too early to share a long-term monetization model."
Lessons for Vietnamese Creators: Don't Bet on a Single Platform
You might be thinking: "These $500k deals are just for US creators, what does that have to do with Vietnam?"
The answer is: a lot.
First, the war for creators is global. When Instagram spends money to lure creators in the US and Brazil, they are sending a signal that they are ready to invest in long-form content. In the future, when Features expands globally, Vietnamese creators could also become part of this game.
Second, the shift from short-form to long-form content is happening. For years, platforms flooded into short-form video to compete with TikTok. But now, as short-term attention saturates, platforms are returning to long-form content—where there is more space for ads and deeper audience connection. Vietnamese creators need to prepare for this trend.
Third, and most importantly: never bet your career on a single platform. The lesson from US creators criticizing Instagram is a reminder that one-time cash cannot replace sustainable income models. Build a multi-platform presence. Own your email list. Create products and services you fully control.
If you are a creator considering joining Features when it arrives in Vietnam, ask yourself: What happens after the contract ends? If the answer is "nothing," that isn't an opportunity—it's a gamble.
When Platforms Buy Creators, Creators Must Buy Independence
I have watched the creator industry go through quite a few revolutions over the past two decades. From the days when YouTube was just a hobby, to an era where a creator can make millions of dollars a year. Each step forward brings new opportunities while raising new questions about power and dependency.
Instagram spending $500,000 on long-form video creators is not an act of charity. It is a calculated investment. Instagram is buying time, buying attention, and buying a chance to prove they can compete with YouTube. But can they sustain that commitment long-term? The answer remains open.
For creators, the biggest lesson isn't "grab the $500k opportunity." The lesson is: understand your value, and never trade independence for short-term cash. Platforms change. Algorithms change. But your loyal audience and skills do not.
And in a world where platforms fiercely compete for creators, the true winner will be the one who knows how to play on multiple fields without being tied down to any single one.
If Instagram invites you to join Features with an attractive cash sum, but without long-term ad revenue-sharing commitments, would you accept—or would you bet on a more sustainable model even with lower upfront earnings? And if you are building content in Vietnam, how will you prepare to avoid getting caught up in the platform wars for creators while keeping control of your own career? Share your perspective below, because in the creator economy, the person who understands their value best wins!
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