Source: Digiday
Instagram's expansion to feature-length video is a distribution play without a monetization answer. The platform is betting it can lure YouTube creators with audience reach alone, but creators have spent years building sustainable revenue streams (ad splits, sponsorships, subscriptions) that Instagram still doesn't match at scale. The tension is whether Instagram can retain creators once they discover that views don't translate to the same economic value as YouTube's partner payouts, exposing a structural gap in Meta's bid for creator mindshare.