Instagram is offering selected content creators up to $500,000 (approximately Ksh65 million) to publish long-form videos on its platform as it steps up efforts to compete with YouTube for online video audiences.
According to reports, the Meta-owned platform has offered some creators $50,000 (about Ksh6.5 million), while other deals have reached six figures.
The payments are aimed at encouraging creators to bring longer videos to Instagram through its new Features product, which allows users to share horizontal, widescreen videos lasting up to 90 minutes.
Instagram unveils millions to attract You Tube creators
Reports indicate that unlike the short clips that dominate Instagram through Reels, Features will allow creators to publish videos lasting up to 90 minutes.
The platform is hoping to attract audiences who are accustomed to watching longer productions on YouTube.
This means that for Kenyan creators, Instagram’s latest move could create another opportunity to reach audiences and grow their video careers.
Despite that, it is not clear whether similar payments or wider monetisation programmes will eventually become available to creators outside the select group receiving deals.
