Instagram Features deals are reportedly worth $50,000 to $500,000 for select YouTubers asked to upload long-form horizontal video. An October 29 Business Insider report, covered by Dexerto, Tubefilter, and PetaPixel, says the reported offers do not force anyone off YouTube. Creators are asked to post the same video on Instagram the same day, and there is still no long-term monetization system for Features comparable to YouTube’s Partner Program.
Key Takeaways
- Select YouTubers are reportedly offered $50,000 to $500,000.
- Reported terms skip exclusivity but ask for same-day posting.
- Features supports horizontal video up to 90 minutes.
- Meta has no long-term monetization model for Features yet.
What Reported Instagram Features Deals Require
Meta has confirmed it is funding some creators directly, but it declined to disclose contract details. A spokesperson told Business Insider, quoted by Tubefilter and PetaPixel, “We’ve been public about the fact that we are funding Features content directly with some creators right now to support them.” They added, “The details of those deals are confidential, but we’re excited to see the content going live.”
It is still unknown whether the reported sums are per video, monthly, or a one-time payment. Tubefilter noted that gap and said it would bet on a flat fee, but that is not confirmed.
People familiar with the deals told Business Insider the main requirement is same-day posting, and YouTube can stay in the mix. The reported terms, in short:
- Reported offers start at $50,000 and reach $500,000.
- Exclusivity is not required.
- Post the long-form video on Instagram the same day as YouTube.
- The payout schedule has not been disclosed.
How the 90-Minute Features Format Works
Instagram announced Features on Monday as horizontal video up to 90 minutes, aimed at podcasters, comedians, and other long-form creators. Dexerto called it a second try after IGTV ended in 2022. A Reel can point to the full upload, which we also covered in the Instagram Features test for 90-minute videos.
Tessa Lyons, VP of Product, said “people love to watch Reels together in their living rooms with their friends, so we’ve been working on a TV version of Reels,” according to Tubefilter. She added, in that account, that doing the TV version well needs more than short-form video. PetaPixel reported that Reels are typically around three minutes or less, and that creators can link those clips to the full feature.
Instagram also plans to push Clips, snippets of a Feature posted as Reels with a link back, on Explore and elsewhere, Tubefilter reported. Reza Izad, a partner at Underscore Talent who represents Kareem Rahma, Noah Beck, and others, told Business Insider the deals are an “exciting opportunity” for YouTubers, Tubefilter reported. In a separate comment about algorithmic preference, he said, “Every time there’s a new feature in these apps that the company’s promoting, people will have more opportunity to be seen because there’s going to be algorithmic preference to this kind of content,” and added, “And unlike short-form, there’s not a lot of abundance.”
Tubefilter said creators wanting equal viewership with YouTube will likely be disappointed, at least for now.
How These Reported Payouts Compare With Earlier Deals
PetaPixel reported that last year Meta offered some TikTok creators up to $300,000 for Reels. Leaked contracts required exclusive Reels from select creators with more than one million followers. In August, Dexerto reported, YouTube was reportedly offering creators millions of dollars to reject Netflix deals, and creators who signed with Netflix could lose certain YouTube perks.
| Reported offer | Pay cited | Terms described |
|---|---|---|
| Instagram Features, select YouTubers | $50,000 to $500,000 | Same-day post; no exclusivity; pay schedule not disclosed |
| Instagram Reels, select TikTok creators, last year | $2,500 to $50,000 per month | Exclusive Reels; up to 10 a month; six months; totals $15,000 to $300,000 |
| YouTube vs. Netflix, August | Millions of dollars | Reported money to reject Netflix deals; some YouTube perks at risk if signing |
The reported Features deals do not buy exclusivity, unlike those Reels contracts. Instagram still has no long-term monetization model for Features comparable to YouTube’s Partner Program. On October 28, Adam Mosseri said the company understands “the economics matter a ton” and is “exploring multiple options to help long-form creators get paid,” Tubefilter reported. Meta has said it is too early to share that model, while it explores pay from brands, fans, and Instagram, including performance-based incentives.
What Creators Should Check Before Posting
If Meta never contacts you, a Feature is a distribution test, not a confirmed paycheck.
- Ask whether a reported offer is one-time, per video, or monthly before you budget on it.
- Keep posting on YouTube, and publish the Feature the same day if that is the term.
- Do not expect an ad-revenue share like YouTube’s Partner Program until Meta announces one.
- Use the Reel-to-feature link if you test the format.
- Tubefilter argued Instagram’s TV app is not yet as easy as YouTube’s, and Mosseri said getting it right will take time.
For more on Instagram and the television screen, read our report on the Instagram Apple TV app’s Reels and live shows.
