Meta seeks YouTubers for Instagram's new platform

Meta is reportedly trying to attract well-known YouTubers to produce long-form content for Instagram's new Features platform, as reported by Business Insider. The initiative aims to boost the platform's visibility and user engagement by offering financial incentives based on the creators' popularity.

Payments vary by creator's influence

According to the report, YouTubers are being offered different amounts, with some receiving up to $50,000 and others potentially earning six-figure sums, including as high as $500,000. Meta has not officially confirmed these figures, but a spokesperson stated that the company funds specific content on Features to attract users, though the details of these deals remain confidential.

Features aims to rival YouTube

Instagram's Features platform is designed to compete with YouTube and revive the concept of IGTV, which was launched in 2018 but later discontinued in 2022 due to lack of success. The platform allows users to upload long-form videos up to 90 minutes and link multiple Reels together, offering a different experience compared to the app's usual short-form content.

Meta expands reach with TV boxes

To enhance the platform's accessibility, Meta has launched Instagram on TV boxes such as Apple TV and Chromecast. This move aims to make long-form content more easily consumable on larger screens, but it remains uncertain whether users will embrace this format, given their current preference for shorter videos and stories.

No exclusivity in content deals

Unlike previous agreements, there are no exclusivity clauses in the current deals with creators. Content produced for Instagram's Features platform must also be published on YouTube on the same day. This contrasts with past arrangements where Meta paid creators to post content exclusively on Instagram without sharing it on TikTok.

Meta's payment model has precedents

Meta has used similar payment strategies before, such as in 2025 when the company paid several hundred thousand dollars to have creators post short videos on Instagram without posting them on TikTok. However, long-term compensation remains uncertain, and the success of the new Features platform will depend on user engagement and how it compares to YouTube's revenue-sharing model.