Instagram is set to start selling ads on its long form video portal IGTV.
According to Bloomberg, the Facebook-owned social media platform has been reaching out to video creators seeking willing participants for ad tests.
Creators that do agree to the trial will receive a 55 per cent share of all advertising on IGTV – the same rate as YouTube, according to reports.
“This is another step forward to help creators monetise with IGTV,” Instagram COO Justin Osofsky, said in a statement.
“To be sure we get this right, we are talking to a few emerging creators to help us test this and plan to expand slowly.”
It’s a decision that changes the entire nature of advertising on Instagram.
Unlike YouTube, Instagram does not share its ad revenue with creators, although it has previously offset some production costs for IGTV creators.
Facebook has recently introduced a 55 per cent cut for video creators on Facebook Watch, similar to what is being floated for IGTV.
