Instagram 首席执行官 Adam Mosseri 制定了一项计划，旨在让该平台保持“文化相关性” —— 方法是让它更像 YouTube。Meta 旗下的 Instagram 于周一推出了长视频功能的全面改版，其中包括一项名为“Features”的横屏视频测试。这些变化综合起来，让该应用的感觉更像 YouTube 了。“我们想成为文化相关性最高的平台，”Mosseri 在接受内容创作者以及 Press Publish 的创始人 Colin Rosenblum 和 Samir Chaudry 采访时表示。“要做到这一点，我们只需要出现在人们所在的地方。”
Instagram's top executive, Adam Mosseri, has a plan to keep the platform "culturally relevant" — by making it more like YouTube. Meta-owned Instagram unveiled an overhaul of long-form video features on Monday, including a test of horizontal videos called "Features." Taken together, the changes make the app feel a lot more like YouTube. "We want to be the most culturally relevant platform," Mosseri said in an interview with content creators and founders of Press Publish, Colin Rosenblum and Samir Chaudry. "To do that, we just need to show up where people are."
语境已成为电视屏幕上的大热门，观众对 Instagram 原生的连续剧集节目胃口日增。《Subway Takes》由 Kareem Rahma 主持，是 Instagram 优势与局限的典型案例。该节目于 2023 年作为短视频访谈系列起步，随着影响力扩大，又在 YouTube 和流媒体平台 Tubi 推出了长视频剪辑版。然而，Instagram 仍是 Rahma 节目拥有最大受众群的平台，拥有 240 万粉丝。
The contexthas become a major hit on TV screens, and there's a growing appetite for Instagram-native shows with recurring episodes. "Subway Takes," hosted by Kareem Rahma, is a prime example of Instagram's strengths and limits. The show started in 2023 as a short-form interview series and, as it grew, expanded with longer-form cuts on YouTube and the streaming platform Tubi. Instagram, however, is where Rahma's show still has its largest audience of 2.4 million followers.
Instagram 不希望人们去 YouTube 或 Tubi 观看《Subway Takes》等节目的长视频版本。那样会让广告收入和用户互动流失。其新工具旨在吸引创作者和观众留在自家平台。
Instagram doesn't want people to go to YouTube or Tubi to see longer versions of shows like "Subway Takes." That's leaving ad revenue and user engagement on the table. Its new tools are designed to entice creators and viewers to stay on its platform.
这并非 Instagram 首次涉足长视频内容。2018 年，它推出了 IGTV，一种长视频格式及独立应用。2020 年，Instagram 推出了一项计划，让创作者能从 IGTV 视频中赚钱。推出四年后，公司关停了 IGTV 应用，将视频业务重心转向 Reels。Instagram 这次（再次）大举进军长视频，仍缺少几个关键要素。用户无法在继续浏览 Instagram 的同时观看视频，也无法通过画中画弹窗保持 Instagram 内容播放的同时打开其他应用实现多任务处理。目前也不提供自动生成的逐字稿和字幕。
This isn't Instagram's first time dabbling in long-form content. In 2018, it launched IGTV, a long-form video format and stand-alone app. In 2020, Instagram rolled out a program that let creators earn money from those videos on IGTV. Four years after launching, the company sunset the IGTV app and shifted its video efforts to Reels. There are a few key elements missing from Instagram's big leap (back) into long-form video. You can't watch the video while continuing to scroll through Instagram, or multitask by opening other apps while keeping the Instagram content in a picture-in-picture pop-up. There also aren't automated transcripts and subtitles yet.
Meta的一位发言人告诉《商业内幕》，公司确实有这些功能的计划。对创作者而言，一个关键问题和痛点摆在面前：Meta会分享这桶蜜糖吗？莫斯里告诉罗森布拉姆和乔德利，Instagram正在考虑测试前贴片广告和中贴片广告的方式，这可能会带来收入分成。不过，他表示，Instagram此前试图建立一个与YouTube合作伙伴计划相当的创作者变现体系，并未被证明对平台有利。
A spokesperson for Meta told Business Insider that there are plans for these features. For creators, one key question and pain point looms: Will Meta share the honeypot? Mosseri told Rosenblum and Chaudry that Instagram is thinking about ways to test pre-roll and mid-roll ads that could lead to a revenue split. However, he said previous attempts by Instagram to build a creator monetization system comparable to YouTube's Partner Program didn't prove beneficial for the platform.
“我们花的钱比赚回来的多得多，”莫斯里谈到Instagram此前大规模尝试收入分成计划时说。莫斯里表示，在以往的内容变现迭代中，创作者通常不会比免费创作时产出更多内容，而他们确实创作的内容质量往往较低。尽管如此，随着Instagram试图攻克长视频内容，仍需“想办法解决”，莫斯里说。“我不把平台支付、基于表现的激励或奖金视为收入驱动力，”莫斯里补充道。“只要我们能收支平衡，我会非常兴奋地将这些激励扩大到任何一种形式。”
"We spend more money than we make back by a long shot," Mosseri said of Instagram's previous efforts at broad revenue-sharing programs. Mosseri said that in its previous iterations of content monetization, creators typically didn't produce more content than they already did for free, and the content they did create tended to be lower quality. Still, Instagram will need to "figure it out" as it tries to crack longer-form content, Mosseri said. "I don't think of platform payments or performance-based incentives or bonuses as a revenue driver," Mosseri added. "I'd be psyched to scale them up for any of these formats — as long as we're breaking even."