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.

The social media platform began testing ads on IGTV in the US last year, and has slowly expanded the test as the experience has been altered. In Australia, the test begins with creators invited by the platform to take part. Instagram users will begin to see ads appear on the IGTV videos created by Tanya Hennessy, Nathan McCallum, Nick Makrides and the Norris family.

The launch in Australia follows the roll out of automatic placements which has given advertisers globally the opportunity to have their ads delivered next to IGTV videos.

In announcing the test in Australia, Instagram said it “is part of our broader commitment to building a suite of tools to support creators’ various needs and ambitions, no matter who they are.”

Former NFL player Mike Holston, known as the Real Tarzann on Instagram, is one of the American creators who has been testing the IGTV ads. In a statement he said: “IGTV has helped me become more comfortable in my creativity by allowing me to make longer format videos on my largest platform. It’s also a great way to enjoy the process of creating content for educational and conservation purposes and get paid for it.”


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