IGTV Ads: What Brands and Creators Need to Know



As part of the update, the platform is allowing users to purchase “badges” during a creator’s IG Live.


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For years Instagram creators have leveraged the platform to turn their passions into livelihoods, inspiring their communities, sharing their lives, and building their personal brands from the ground up. Until recently, they’ve had to rely on indirect sources of revenue to fund their goals including branded content and merchandise sales. Now however, the platform is revealing the next stages of monetization including ways for creators to make money from their content on Live and IGTV.

Here’s what’s new and noteworthy:


In recent months, creators have embraced Live in fundamentally new ways, leading to a 70 percent increase in views from February to March. Capitalizing on the trend, the platform is introducing IGTV ads, with at least 55 percent of the advertising revenue shared with creators. Per the announcement, ads will initially display when people click to watch an IGTV via preview from the feed. They’ll be mobile-droven and last for up to 15 seconds. Initial brands to run IGTV ads include Sephora, Puma and Ikea.

“Being able to earn money from the content I’m already creating gives me even more motivation to share more of myself with my followers on IGTV,” shared one creator, @avani, supporting the test of badges.


Especially in this time of crisis, Instagram has seen a surge in users supporting their favorite creators via Live comments, donations, and likes. Whether a fitness instructor, live DJ or chef, Live videos have been core to staying connected during an age of social distancing and continue engaging in the things they love.

Badges will be offered in three different price tiers ranging from 99 cents up to $4.99. Users that purchase them will not only have the badge displayed by their username enabling them to stand out in the crowd of comments, but they’ll also be able to unlock features including placement on a special list of badge holders held by the creator and access to a special heart emoji,

“Providing a variety of monetization tools is crucial in order to support all creators on Instagram, from emerging digital stars to established entertainers and everything in between,” said Instagram COO Justin Osofsky in a statement to Variety. “We’re excited to add these two new revenue streams to the mix of tools for creators to help them generate additional income to fuel their work.”

Enhancing promotion

The platform is also making pushes to improve promotion. In April, for instance, the platform revamped its standalone IGTV and unveiled the ability for users to tease their IGTV content in their Stories with 15 second clips, instead of sharing those videos to Stories via static stickers.

More recently, Instagram introduced Live Shopping allowing for tagged products during a live video. Looking ahead, shopping will expand with broader access to Brand Collabs Manager and creators seeking to sell their own merchandise on the app. On the surface these may seem like small updates but they underlie Instagram’s grand mission to help creators support themselves with its tools and community in authentic and meaningful ways.

While monetization tools for Instagram have been a long time coming, the news is likely to be worth the wait for its top creators and incentive them to post more often, enabling IGTV to showcase more IGTV content to a broader audience and build the offering even further allowing to better compete with the likes of YouTube and other players.

“For it to work, the Facebook-owned photo- and video-sharing network will have to establish itself as a ‘must-watch channel’ to disrupt what is already on the market, including Facebook Watch, said Mary Keane-Dawson, CEO of influencer marketing agency Takumi Group.

For more insights from Mary on the state of influencer marketing and why authenticity should remain core to your strategies to secure long-term audience relationships, check out our recap of her recent session at #SMWONE here.

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