WaperInstagram is testing long-form, horizontal videos of up to 90 minutes, a significant shift toward YouTube’s territory.
Creator economy4 items
Elsewhere, Mastercard is partnering with MrBeast’s Beast Industries on programs for creators.
Instagram tests horizontal videos of up to 90 minutes in the US
Instagram is running a limited US test of “Features,” a long-form, horizontal video format supporting videos up to 90 minutes. The move reverses Instagram boss Adam Mosseri’s longstanding resistance to long-form video on the platform.
Why it matters: Creators could gain another outlet for longer productions, expanding their distribution options beyond YouTube.
Mastercard partners with MrBeast’s Beast Industries on creator programs
Mastercard has struck a partnership with MrBeast’s Beast Industries to deliver co-branded programs for digital professionals. The companies say the pact will bring Mastercard’s services into the creator economy.
Why it matters: The deal brings a major financial-services company into creator-focused programs, though concrete benefits and commercial terms remain unspecified.
Chronicle Media pitches predictive audience model for creators and studios
Chronicle Media says its Ubiquity predictive audience model can identify audiences before projects begin. The company is targeting creators, media studios and brands, including those planning YouTube channels, series trailers and crowdfunding campaigns.
Why it matters: Audience forecasting could inform production and funding decisions, but the item provides no evidence validating the model’s accuracy.
Men account for 54.4% of global social media user identities
Men represent 54.4% of social media user identities worldwide, according to figures reported by Passionfruit. Only three regions have a female majority, while Southern Asia has the largest male skew at 65%.
Why it matters: Regional gender differences are relevant to audience targeting and creator-brand campaign planning.