Creators see promise in Instagram’s long-form push, but question whether exposure is enough

Last week, Instagram said users would be able to post videos up to 90 minutes long. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

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November 6, 2026 Last week, Instagram said users would be able to post videos up to 90 minutes long, a move aimed at attracting long-form YouTube creators. But, aside from offering a handful of select creators between $50,000 and $500,000 to post long-form content through its new “Features” feature, it has offered no concrete monetization pathway for creators, saying it’s “too early to share a long-form monetization model.” Digiday spoke with seven creator economy experts about what the change could mean for creators, agents, and marketers. Advertisement TOP STORY THE CREATOR ECONOMY Creators see promise in Instagram’s long-form push, but question whether exposure is enough  Instagram wants to pull long-form creators away from YouTube, but is it offering enough? Experts weigh in on the platform's pivot. Other things to know Celebrate the companies, campaigns and teams shaping the future of European media. The Digiday Media Awards Europe have recognized organizations including the Financial Times, Twitch and Politico. Enter by Nov. 20 to save. Podcast advertising is no longer an experimental line item for many marketers. New podcast advertisers have grown 129% in the last five years, according to a new report. Partner insights from Audacy. As AI reshapes how businesses work, marketers are rethinking the tools, habits and workflows that drive innovation. But as with past technological shifts, adopting new tools often means navigating uncertainty before their value becomes clear. Partner insights from DXC Technology. MANAGING THROUGH CRISIS By the numbers: Ad tech’s widening divide, as AppLovin surges and rivals struggle in Q3 The companies, which reported their third-quarter results this week, generated markedly different outcomes during the reported period. MEMBER EXCLUSIVE Future of Marketing Briefing: Creators had a big year. Christmas still went to the celebrities Despite leaning on creators for most of the year, marketers aren’t doing it for the holiday crunch. That job still belongs to celebrities. Partner Insights from Keen Decision Systems How agencies can rebuild the talent pipeline in the age of AI The ad industry’s response to AI’s impact on work has been counterproductive, with staff-level jobs down 10% since 2022. Future-proofing the industry requires hiring for adaptability while providing clear career paths and continuous learning.  EVOLVING AGENCIES Digiday Media Buying Summit October Recap: Assessing the ups and challenges of AI's spread across the media agency landscape A recap of the sessions and insights coming out of Digiday's Fall Media Buying Summit, which centered on AI's impact on the media agency world. A MESSAGE FROM GOOGLE PUBLISHER CONNECTIONS In the AI era, strong partnerships are more critical than ever The digital advertising ecosystem is being transformed as AI unlocks speed, intelligence and new avenues for growth. But both publishers and marketers are realizing that simply having more monetization capabilities and buying options doesn’t necessarily lead to stronger business outcomes. With the constant pressure to maximize publisher revenue and the ROI of every advertising dollar, navigating this growing complexity requires collaboration both parties can count on. Learn More THE PROGRAMMATIC MARKETER Why Liquid Death’s media chief is determined to break away from LiveRamp In the wake of LiveRamp’s acquisition by Publicis, some marketers are auditioning alternatives to the identity graph company. Partner Insights from Moloco Guide: How to translate CTV results into decisions When Fetch ran its Super Bowl CTV campaign, the results validated what properly configured cross-platform measurement can make possible. MEMBER EXCLUSIVE Digiday+ Research 2026 Creator Marketing Index: A brand guide to social media campaigns As creator marketing becomes a fixture in many brands’ marketing strategies, creators’ roles are shifting and expanding. Partner Insights from XR Extreme Reach The creator economy’s greatest challenge is paying creators Brands and agencies are spending more money than ever to feature famous faces in advertising. But the creator economy's challenge isn’t finding new talent or making more content. It's simplifying the business of paying creators.  Advertisement ICYMI BRANDS IN CULTURE Post World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships Three months after the World Cup ended in a Spanish victory, the partnerships with marquee players keep coming. AUDIO ANYWHERE Giggly Squad’s SiriusXM deal signals a shift from podcast networks to creator ecosystems The Giggly Squad deal shows podcasts have turned another corner. Video, short-form, IRL shows...where does the podcast go from here? Written by Jim Cooper and Sara Jerde More from Digiday Digiday+ Podcast Events Advertise Were you forwarded this email? Sign up to get it daily. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 Preferences · Unsubscribe · Privacy policy