Instagram has announced that they are introducing advertising in IGTV in Australia. The ads will include a revenue share model for some Australian creators.
Creators are the heart of culture on Instagram. Since the earliest days, they’ve inspired people around the world with their talents and shared their lives with their fans.
Now more than ever, it’s vital that creators can use Instagram to grow their personal brand and be able to make a living.
Last year Instagram started testing ads in IGTV with a revenue share model for some US-based creators, and have slowly expanded the test as we’ve improved the experience.
Over the coming weeks, they are expanding this to select creators in Australia. IGTV ads will initially appear when people click to watch IGTV videos from previews in their feed.
The video ads will be built for mobile and up to 15 seconds long.
IGTV ads are immersive, mobile-first and reach high-intent, engaged audiences. Instagram recently rolled out Automatic Placements so advertisers globally have the option of having their ads delivered next to IGTV videos.
Some of the Australian creators in this test will include @thescranline, @nathan, @tanhennessy, and @norrisnuts.
“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.” – @therealtarzann
IGTV ads will continue expanding throughout the year, meaning more creators in other countries will soon gain access.
This update is part of Instagram’s broader commitment to building a suite of tools to support creators’ various needs and ambitions, no matter who they are.
IGTV is seeing real momentum, particularly over the last year, as it has been a place for creators to connect more deeply with fans.
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