Instagram tests ads on IGTV to shares revenue with creators

Instagram is introducing advertisements on IGTV in a revenue share model that will direct a proportion of the earnings to content creators, as flagged late last year.

The ads will initially appear when users open IGTV videos from the previews in their feeds. The ads will need to be built for mobile, and can be up to 15 seconds long.

Content creators will be granted 55% of the revenue from the advertisements that appear on their content, in line with Australian industry standards.