Instagram's Long-Form Video Push: Creators Weigh Costs and Benefits

Meta Platforms-owned Instagram is making a significant move into long-form video with its new format, "Features," allowing creators to upload horizontal videos of up to 90 minutes. After successful trials in Brazil, Instagram is now rolling out this feature to select creators in the United States. This strategic shift positions Instagram in direct competition with YouTube, particularly for podcasts, interviews, and other long-form content that has traditionally thrived on the Alphabet-owned platform.

In a video shared on October 26, Instagram's head, Adam Mosseri, and vice-president of product, Tessa Lyons, elaborated on the Features format. Lyons emphasized the need for deeper engagement with creators, stating, "When you want to go deeper with the creators you love and the content that they’re creating, you should be able to do that on Instagram." This sentiment reflects a growing trend where audiences seek more substantial content beyond the quick consumption habits fostered by Reels.

However, the success of this new format hinges on several critical factors, primarily monetization and production costs. Currently, Instagram's monetization model is heavily reliant on brand collaborations, which raises concerns among creators about the viability of investing in long-form content.

Rohit Dalmia, chairman and managing director of CineNow, pointed out that YouTube's monetization model serves as a benchmark for Instagram. On YouTube, eligible creators receive 55% of the net advertising revenue generated from ads shown before, during, or alongside their videos. For Instagram to attract serious investment from creators in long-form video, it must establish a clear and reliable monetization strategy.

Content creator Jaspal Singh Sindhal highlighted the potential earnings from YouTube Shorts, estimating that 70–80 million monthly views could yield around ₹50,000–60,000. In contrast, a million views on a long-form video could bring in approximately ₹1 lakh. However, these figures are not guaranteed, and the lack of a defined per-view monetization structure for Features raises questions about the financial feasibility of long-form content on Instagram.

The transition to longer videos could significantly increase production costs for creators accustomed to producing Reels. Comedy creator Aanya Roy shared her insights, estimating that the cost of shooting a professional Reel ranges from ₹6,000 to ₹10,000, with editing adding another ₹4,000 to ₹5,000 and studio rental costing between ₹6,000 and ₹8,000. In contrast, finance creator Kushal Lodha, who produces 90–120-minute podcasts for YouTube, mentioned that freelance editors charge around ₹1,000 per minute for long-form editing.

Amit Dhawan, co-founder of influencer marketing firm Crack’d, noted that a 10–30-minute video can cost anywhere from ₹50,000 to several lakhs. He explained that long-form content often necessitates small teams, including dedicated editors, researchers, and improved equipment, which could lead to an additional ₹1–2 lakh in monthly expenses for mid-tier creators.

For professionally produced formats, Dalmia estimated that a video podcast could cost between ₹25,000 and ₹80,000 per episode, while high-end digital series might range from ₹30 lakh to ₹1 crore per episode. The financial implications of producing long-form content are substantial, and many creators are left wondering if the potential rewards justify the investment.

The difference in production requirements between short and long-form content is stark. Science creator Gaurav Thakur explained that while Instagram allows for the creation of short vertical videos centered around a single compelling idea, YouTube necessitates a more in-depth approach involving research, evidence, and storytelling. He noted that producing a documentary could require a team of 12–15 people working for seven to nine days, with costs running into lakhs.

This shift in content creation is prompting creators and media companies to explore innovative solutions to mitigate production costs. Rohan Lobo, a partner in technology, media, and telecommunications, suggested that AI-assisted scripting, editing, and localization could significantly reduce production time and expenses, making long-form content more accessible to creators.

As Instagram embarks on this ambitious journey into long-form video, the platform faces a challenging landscape. Creators are eager to explore the potential of Features, but the success of this initiative will ultimately depend on Instagram's ability to provide a sustainable monetization model and support for the increased production demands. The coming months will be crucial in determining whether Instagram can carve out a niche in the long-form video market and whether creators will embrace this new format or continue to rely on established platforms like YouTube.