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New! Make Money on Instagram from IGTV Ads

New from Instagram: Creators can (finally!) start making money with new IGTV Ads! 

Starting next week, Instagram will be introducing ads in IGTV as a way to start supporting creators and help them monetize their video content. 

Ready to learn more? Here’s everything you need to know about IGTV ads: 


Introducing Instagram’s New IGTV Ads

The launch of video ads is big news for the platform. This is the first time creators will be able to make money directly from IGTV since its launch in 2018. 

Along with the earlier release of Instagram’s Shopping from Creators for feed posts and stories, the addition of IGTV ads gives creators access to a full-fledged money-making platform.

According to Instagram, the video ads will only appear when a user clicks to watch an IGTV video from the preview button in their feed. The ads will be mobile-optimized vertical videos and last up to 15 seconds long. 

IGTV ads

IGTV ads will begin showing up in IGTV from a select group of partners and advertisers in the US with plans to continue expanding globally. Ads from brands including IKEA, Puma, Sephora, and other test partners will begin appearing sometime next week. 

Popular creators such as Avani Gregg and Salice Rose will be among the first to test out the new monetization feature, with a wider, international release in the coming months.

In their latest press release, Instagram shared they will continue testing various IGTV ad options, “such as the ability to skip ads,” to make sure the final result works well for users, creators, and advertisers alike. 

How Much Will IGTV Creators Make?

The move to let creators monetize their IGTV content is most certainly strategic – one of the main reasons why IGTV has had so much trouble attracting creators is because of its lack of monetization options. 

Whereas popular YouTubers can make anywhere from $3 to $10 per 1000 video views, Instagram hasn’t paid a dime for IGTV content since its launch. 

Now, the platform is finally pushing to make a change. 

In an interview with The Verge, Instagram’s COO, Justin Osofsky shares that those in the IGTV ad rollout will receive an “industry standard” 55% share of all advertising in IGTV, the same rate as YouTube.

“Creators already put an incredible amount of effort into their content, and it’s crucial that they can make money from that content in order to fuel their work in the future,” said Osofsky. 

Along with the recent launch of Instagram Shops and Badges, the company has shared they have more plans in the works to continue prioritizing monetization features in the coming months. 

“There isn’t a one-size-fits-all approach to monetization, so we’re focused on building a suite of tools that can support the different needs and ambitions of creators in the long term,” Mr. Osofsky wrote in an email.

As we’ve written before, in order for IGTV to build on its current foundation and attract more viewers, they first need to win over popular creators. And this almost certainly means letting creators earn money from their content. 

Popular Instagram creator Avani shares, “IGTV has given me a place to show my fans more of my creativity and personality, which has helped grow my personal brand. Being able to earn money from the content I’m already creating gives me even more motivation to share more of myself with my followers on IGTV.”

IGTV launched without a monetization strategy for creators, while still slowly building interest in the platform. Now, there’s no telling how fast it will continue to grow with a competitive revenue-sharing model.  

IGTV is an incredible channel to showcase products, DIYs, tutorials — the kind of content that really resonates with audiences and can help build long-term relationships!

With Instagram continuing to roll out new IGTV features (and money-making opportunities!), there’s no better time to shift focus back to your IGTV strategy.

Want to stay on top of all the latest trends and feature releases? Subscribe to Later’s email newsletter for all the latest Instagram news, tips, and more!

Written By

Lexie Carbone

Lexie is the Marketing Campaigns Lead at Later. She’s helped dozens of brands build their social presence and take their content strategy to the next level. You can connect with her on Instagram @lexiecarbone.

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