Instagram is making it easier for content creators to generate income from the platform.
In an announcement overnight, Instagram revealed new advertising tools on IGTV (Instagram’s long-form video portal) that will see creators pocket advertising revenue for the first time.
While platforms like YouTube allow creators to run ads and collect a slice of the advertising revenue (provided they meet certain requirements) Instagram has generally been used by creators and influencers to grow a profile – until now.
“Starting next week, we are introducing ads in IGTV, our long-form video destination,” Instagram said. “We want to support creators’ investment in IGTV by sharing advertising revenue with them.”
Creators will keep 55 per cent of IGTV ads revenue.
The ads will initially appear when a user clicks to watch an IGTV video from a preview in their feed.
Ads will be built for mobile and up to 15 seconds long. Like YouTube ads, Instagram is also looking to add the ability to skip an ad “to make sure the final result works well for people, creators and advertisers”.
“IGTV has become a powerful place for creators to connect more deeply with their fans, pilot new projects and share their lives and talents,” Instagram said.
“With IGTV ads, they have another new way to earn money from the content they work so hard to produce.”
There will also be further measures put in place to support creators on the platform
The company has announced the development of new ‘badges’, for users to purchase during Instagram Live sessions.
It comes as Instagram Live continues to grow in popularity during the COVID-19, with fitness instructors, dancers, chefs and artists all taking to the platform to demonstrate their craft.
“During the COVID-19 crisis, we’ve seen people supporting their favorite creators in Live with comments, likes and donations,” Instagram said in the announcement.
“To give fans another way to participate and show their love, we’re introducing badges that viewers can purchase during a live video.”
Given the current uncertainty, Instagram said it’s committed to ensure creators are able to support themselves using the platform.
“Creators have always been at the core of our community. Since the earliest days of Instagram, they have inspired people around the world with their talents, shared their lives and built their personal brands from the ground up,” Instagram said.
“We have always been committed to supporting creators as they turn their passion into livelihoods.
“Given the uncertain circumstances many are facing today, that commitment is more important than ever.”