Business Insider exclusively reports that Instagram is paying a select number of creators hefty sums to post long-form video on its new Features product. According to the outlet, some creators have been offered $50,000, while others have received six-figure deals, some reaching $500,000.

The deals are nonexclusive, but one person familiar with the offers tells Business Insider that Instagram is asking creators to post any long-form content they publish to YouTube that same day.

A Meta spokesperson confirmed the platform is 'funding Features content directly with some creators right now,' while keeping deal details confidential.

The payments are a striking turn for a platform whose own leadership resisted this format. Business Insider notes that Instagram head Adam Mosseri said in the announcement video, per 24/7 Wall St.'s coverage, that 'for a long time, I have been against doing long-form video on Instagram.'

Business Insider also reports Instagram previously sunset IGTV in 2022 after launching it in 2018, making Features an explicit revival of an abandoned bet.

Mosseri has since written on X that 'we understand the economics matter a ton, and are exploring multiple options to help long-form creators get paid,' according to Business Insider.

24/7 Wall St. reports that Features currently has no plan to share ad revenue with creators, though Instagram has not ruled that out.

The outlet cites TechCrunch on YouTube's Partner Program paying eligible creators 55% of ad revenue, and notes YouTube said last year it paid more than $100 billion to creators, artists and media companies over four years.

On the Colin and Samir Show, Mosseri said Instagram creators 'primarily get paid by brands,' and that Instagram's small performance-based program spends 'more money than we make back by a long shot,' per 24/7 Wall St.

According to 24/7 Wall St., Instagram is testing Features — horizontal videos up to 90 minutes long — built for podcasters, comics and other long-form creators, with tests in Brazil and a small US test planned to expand to tens of thousands of creators.

Business Insider reports the format revives IGTV ambitions with videos as long as a feature film. 24/7 Wall St. also reports viewers can send the videos to the Instagram app on their TV, and that Emma Grede is among early participants, per Mediaweek's coverage.

As Instagram courts creators with upfront checks, Net Influencer reports YouTube is running an experiment lowering the minimum earnings creators must accrue before being paid from $100 to $20, or the local equivalent, for a randomly selected group in the US, India and Indonesia starting with October 2026 payments.

YouTube described the test as temporary, and creators who prefer a higher threshold can change it in AdSense for YouTube.

Net Influencer notes the test follows tighter YouTube Partner Program entry requirements announced in August, effective February 1, 2027, including a jump to 8,000 qualified watch hours.

24/7 Wall St. argues Features will be a tough sell for creators who depend on ad revenue, suggesting established podcasters with sponsor deals can carry those placements over and use Features for reach while keeping YouTube as the platform that pays.

Talent manager Reza Izad told Business Insider the deals are an 'exciting opportunity' because long-form content gets algorithmic preference without 'a lot of abundance.'

24/7 Wall St. flags the signals to watch: how fast the US test grows, whether Instagram adds creator payouts, and whether Meta hits its $73–76 billion fourth-quarter revenue guidance.